HUNGRY. Espresso - Seth Godin - WATCH OUT! The Hidden Cost of Commodity Thinking
Jul 24, 2025
Seth Godin, a renowned marketing author and speaker, dives into the dangers of commodity thinking in today's business landscape. He explores how companies like Nespresso faced challenges by focusing too heavily on the product rather than innovation. Godin also emphasizes the art of storytelling, urging founders to carve out their unique identities rather than mimic competitors. Additionally, he uses the metaphor of the Hudson River's currents to discuss adaptability in careers and the importance of recognizing genuine trends like AI over fleeting fads.
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Starbucks' Core Success Factors
- Starbucks succeeds by focusing on consistent coffee quality and creating a comfortable "third place" for customers.
- The quality doesn't have to be the best, but it must never drop to keep customers returning.
Blank Street's Coffee Strategy
- Competing with Starbucks on price and convenience creates a new coffee model focused on quick, affordable, quality espresso.
- This changes customer behavior by encouraging daily visits and fast turnover.
Avoid Commodity Mindset
- Building value in a commodity market requires long-term investment and differentiation beyond product alone.
- Small food entrepreneurs must avoid commodity thinking or risk losing in the marketplace.