December 4, 2015

People Don't Buy What You Sell, They Buy What you Believe

  • Subline: Psst... you can't fake it

Interesting conversation with Laurel Antonmarchi over lunch yesterday about how passion for your work affects the quality of your work. I told her about my experience years ago with a couple of coffee roasters. The first roaster loved the smell, flavor and buzz of a well-prepared cup of coffee. That passion was apparent to me with every steamy sip of his coffee I drank.

The second company’s owners saw the fresh-roasted coffee craze as an opportunity to get in on the ground floor of a trendy new business. They learned everything about coffee roasting. They could quote chapter and verse about the coffee-growing regions, roasting temperatures and the rituals of brewing high-end coffee. But as far as I could tell, they didn’t drink coffee. I’m not even sure they liked it. And their coffee was, well, nothing special really. 

I won’t name names, because both companies are still in business. But it illustrates a point that Laurel and I were talking about. You really have to believe in what you are doing. You can’t fake it, at least not for long.