Narrative Building
Your craft may be ordinary, but it's an art to you. Infuse emotion and meaning into the parts most people will never recognize. Set lofty goals. Starbucks was started to inspire the human spirit. They just serve a cup of coffee. Great craftsmanship, and a strong brand, are marked by taking the ordinary — coffee, shoes, cars — and giving it a new life. You tell this story over and over again without words. A story of the transformation from ordinary to extraordinary. It's what great entrepreneurs do. Before Starbucks came along coffee was inhaled for it's caffeine jolt. Howard Schultz saw something special in it. Starbucks's exposed people to it's magic. Born in exotic places with tremendous care to capture the rich, complex flavors coffee got a new life as something to be savored. A belief that what your create can fulfill that goal, means it has the potential to touch others' lives with ordinary because it has already touched yours in extraordinary ways. That is what breeds the new life.