STEP 1.2: A CASE STUDY
Defines His Core Mission
After finding his four Core Insight Statements, David synthesizes them into a single, actionable mission statement for his coffee shop.
The Challenge
David needs a 'Core Concept Statement' that captures his vision and differentiates his shop from the generic chains.
The Outcome: A Focused Core Concept
David's Selected Core Concept Statement:
"I will use my barista skills and passion for community to create a warm, inviting neighborhood coffee shop for local residents and remote workers so they can have a 'third place' to connect, work, and enjoy world-class coffee."
This statement is David's compass. He's not just selling coffee; he's selling community and comfort.