The Premium Experience: Why What You Offer is Not as Important As How You Offer It
Why is that Starbucks can charge $3-$4 per cup for a beverage that most Americas were used to paying $.50 for, and that many more could drink nearly free at home?
Why does something just seem different about ordering Chicken Nuggets from Chick-Fil-A than from ordering them at Burger King?
Why can Apple charge thousands for a computer with less impressive hardware than other computers which cost only hundreds?
The chief answer is that each of these brands understands something about making and selling products: What you offer is not nearly as important as how you offer it.
Why is that Starbucks can charge $3-$4 per cup for a beverage that most Americas were used to paying $.50 for, and that many more could drink nearly free at home?
Why does something just seem different about ordering Chicken Nuggets from Chick-Fil-A than from ordering them at Burger King?
Why can Apple charge thousands for a computer with less impressive hardware than other computers which cost only hundreds?
The chief answer is that each of these brands understands something about making and selling products: What you offer is not nearly as important as how you offer it.
