Coffee is the world’s cheapest drug.

I saw someone mention this online. Maybe it’s not true but it’s certainly close. Coffee and caffeine change our behavior, maybe not as much as other illegal substances, but still enough on those days we’re feeling sluggish.

This is a thought about perspective. People aren’t paying for coffee as food. They were paying for it as a “mood”. After Starbucks became a cultural icon, their patrons were paying for it as a “status”. The service, offering or product is just part of the idea of what people are buying.

What you have offers something beyond the item itself. Make sure you know what that is.