My favorite coffee shop here in Park City is called Atticus. It’s a funky little place with random posters, paintings, prints, and vintage geegaws all over the walls, pillars, and ceiling. They have a curated selection of books, journals, puzzles, and gifts, as well as really good drinks, including the best oat milk matcha latte in town.
Atticus is seven miles from my home and home coworking space, so it’s not an everyday thing, but I go as frequently as possible (especially when Main Street isn’t overflowing with skiers and tourists).
If I just want a matcha, there are a number of places closer to me I can go, including Starbucks, where I know exactly what I’m going to get.
It’s a transactional thing.
In fact, most people don’t even deal with a human any more at my local Starbucks, they just order on their phones and come pick up their drink with no interaction. I’m not hating on this system, just telling it how it is (though I do worry that barista tips have plummeted with the app-first model).
The Coffee Shop Experience
But when I want the coffee shop experience, Atticus it is.
I take my sketchbook or a book, get my matcha, and settle in for a couple of hours. I’ve always loved coffee shop culture and hanging out in a great coffee shop is one of my favorite simple pleasures.
I’ve gone to Atticus with my dad a few times in the last month or so and he put it perfectly the last time we went, saying, “There’s just something special about it.”
And Atticus is not trying to be Starbucks.
At all.
They know who they are, they focus on what they do really well, they prioritize humanness, creativity, design, and a curated, mountain town vibe that has made them a must-do when you’re in town. The sign outside the front door says, “Coffee. Tea. Community. Local.”
It’s definitely my kind of place.
Focus on You
So as you grow your brand and business, focus on you, your community, your neighborhood, your vision. Chasing the big brands (or anyone else, for that matter) only pulls you away from your unique potential.
Don’t try to compete with the Starbucks of your town or industry. You’ll never be them.
Instead, be you.
This means leaning all the way in to your vision, values and vibe. It means leading with your thoughts and actions. It means knowing who you serve and how you serve them, and excelling at that.
Don’t position yourself as a second-best version of another brand.
Trust yourself and trust your vision. Step forward with something to say. Figure out the overlap of what resonates with your ideal customers and who you are as a brand, business and leader.
Then do that.
