STEP 3.2: A CASE STUDY
Crafts His Tiers
David needs to translate the features of his coffee shop into benefits and outcomes that resonate with his customers.
The Challenge
How does David describe his coffee in a way that justifies a premium price? He needs to connect "single-origin beans" to a feeling.
The Action
Feature: Rotating single-origin espresso beans.
Benefit: ...So you can experience unique flavors from around the world.
Outcome: ...Which gives you a moment of daily discovery and a small taste of adventure.
Feature: Comfortable seating with plenty of outlets.
Benefit: ...So you have a reliable place to work or relax outside of your home.
Outcome: ...Which gives you a sense of peace and productivity, making you feel like a valued member of the community.