Most businesses compete on price, features, or speed.
They try to be cheaper, faster, or better.
But here’s the truth: Anyone can copy a product. Anyone can lower prices. Anyone can improve efficiency.
What they can’t easily copy?
An unforgettable customer experience.
That’s where strategy comes in.
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The Coffee Shop That Didn’t Compete on Coffee
A few years ago, I met an entrepreneur who owned a coffee shop.
“Our coffee is good,” he said, “but we can’t compete with big brands. They have better locations, lower prices, and bigger marketing budgets.”
“So why should people come to you?” I asked.
He hesitated. “Well… because we care more?”
“That’s not enough,” I said. “What’s an experience they can ONLY get from you?”
He thought for a moment. Then he said, “What if we created a space where creatives and entrepreneurs connect? A place for thinkers, builders, and dreamers?”
That was his strategic choice.
Instead of competing on coffee, he focused on community. He designed the shop for deep conversations. Hosted networking events. Invited speakers. Created a culture where people felt they belonged.
His customers didn’t just come for coffee.
They came for the experience.
Strategy Is About Priorities
Most businesses think strategy is about doing more. In reality, it’s about choosing what matters most.
Instead of being good at everything, become legendary at something others cannot easily replicate.
Here’s how:
↳ Define what makes you different. What experience can customers ONLY get from you? Make that your focus.
↳ Prioritize deep impact over broad appeal. Instead of trying to attract everyone, build an experience that deeply resonates with the right people.
↳ Engineer emotions, not just transactions. The best businesses don’t just sell products—they create feelings. What emotion do you want every customer to walk away with?
↳ Make every touchpoint unforgettable. From first interaction to final sale, design moments that surprise, delight, and build loyalty.
↳ Refuse to be easily replaced. If someone else can copy your offer tomorrow, it’s not strategic enough. Build something that’s uniquely you.
Back to the Coffee Shop
A year later, that small coffee shop became the go-to place for creatives in the city.
People recommended it. Customers brought their friends. It wasn’t about the coffee anymore—it was about the feeling people got when they walked in.
Big brands could undercut prices. They couldn’t copy the experience.
Position Yourself to Win
Strategy isn’t about being the cheapest, the fastest, or the biggest. It’s about positioning yourself so that customers choose you—again and again.
So, what experience can you create that no one else can?
Read also the 10 Strategic Skills for Leaders.
