Start Up Blog

Coffee isn’t coffee

Posted in entrepreneurship by Steve Sammartino on December 19, 2009

Coffee isn’t coffee.

Coffee is social facilitation

Coffee is a distraction

Coffee is a ritual

Coffee is a reason to meet

Coffee is micro generosity

Coffee is time out

Coffee is a representation of personality and economic status.

Coffee is very rarely a beverage which is a mild stimulous, or thirst quencher. More often it’s one of the ideas above. With this in mind what other categories are waiting to be reinvented to form part of the social structure. As humans we are social creatures, and every now and again a marketing campaign emerges around some form of product which builds in our genetic social dynamic, and when this happens, the category and business is changed forever. The good news for entrepreneurs is that it’s usually the domain of a startup, not an all powerful incumbent.


8 Responses

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  1. Xavier Shay said, on December 19, 2009 at 7:36 pm

    Also “beer” works in the above.

    mild stimulus? That’s just your immunity talking. Sends me off the wall.

    I would say coffee/beer is a drug for the masses, but that makes me sound like a raging communist.

  2. Steve Sammartino said, on December 19, 2009 at 7:39 pm

    Raging Communist? – We love you for it.


  3. Pooja said, on December 28, 2009 at 10:19 pm

    Wow! This is true. I love coffee and yeah it does relate to ‘social structure’ in some way. What can you call such kind of marketing?

    • Steve Sammartino said, on December 29, 2009 at 8:10 am

      I don’t think it has a name…. or that you can strategically target it…. but when it happens it is usually a broader trend which isn’t the doing of one company or brand. Rather a general change in social patterns for which some type of activity or product facilitates.

  4. Ross Hill said, on January 3, 2010 at 6:53 pm

    And to think you were going to give it up?!

  5. […] Coffee = socialisation […]

  6. The Divine Miss White said, on June 5, 2010 at 4:07 pm

    Oh yeah, and everything about coffee is very sexy.

  7. […] coffee culture and in 15 short years everything has changed. Coffee isn’t coffee anymore. Coffee is latte, coffee is short machiato, coffee is espresso, coffee is arabica versus […]

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