Here’s the truth most marketers don’t want to admit —It’s human to only see things from our perspective.

We’re wired that way. We think inward and see outward. Even when we try to be empathetic…we can’t truly think from someone else’s point of view.

And that’s exactly why most brands confuse marketing with sales.

If you sell coffee, you think everyone wants coffee.

If you sell tile, you think everyone wants tile.

If you sell design services, you think everyone wants their home redesigned.

They don’t.

So what do they want?

This is where psychology meets marketing. Humans crave three things:
💭 Thought (stimulation and relevance)
👥 Belonging (community and recognition)
🎯 Purpose (meaning and impact)

Let’s use coffee as an example.

When someone says, “Let’s grab coffee,” it’s rarely about caffeine. It’s about connection.

People choose where to get coffee not because of flavor — but because of familiarity, pride, and belonging.
☕ “Let’s meet at Starbucks.” (Safe, recognizable, convenient.)
☕ “Let’s meet at that cute local café.” (Trendy, personal, shareable.)

Either way — it’s not about coffee.
It’s about community and self-expression.

Now, once they’re in your coffee shop — how do you tap into purpose?

✅ Remember their name — belonging.
✅ Let them reserve a conference nook — exclusivity.
✅ Feature them on your podcast — purpose and visibility.
✅ Name a drink after them — identity and pride.
✅ Create a digital magazine featuring their story — shared purpose and growth.

Suddenly, your “coffee shop” becomes more than caffeine. It becomes a platform for connection, creativity, and belonging.

That’s Customer-Centric Marketing — designing your business around what your customer actually values, not what you sell.

So tell me — if you own a coffee chain (or your name is Brian Niccol 👀)…How would you redesign the coffee shop experience?

Let’s talk.



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