Today I sipped on a $20 filter coffee.
I didn’t question the value at all. And as soon as I tasted the sweet golden liquid I knew it was absolutely worth the investment.
I found the cafe by accident taking the scenic route on my bike on my way to the library. Something about the decor, “the vibe” even, caught my attention.
I am greeted by Jimmy – the waiter – who hands me a menu with a range of different speciality coffees. I am drawn instantly to the right hand side of the paper which advertises the rare blends.
Jimmy gives me a brief on one in particular. This brew, he starts, is exceptionally hard to source. Only 24kg are produced of it in the world. It is then roasted by a Japanese fellow named Takumi.
I’m sold and I request the $20 filter.
The coffee arrives and I sip at it with the sun beaming down on me, smiling to myself like some kind of sociopath. It has been expertly crafted. The flavours are delicate and refined. The quality is palpable.
This is due cause for reflection and I apply this rationale to my line of work: fitness. I have often drawn parallels between coffee and training, and as the caffeine works it’s way into my system, these begin to further crystallise…
If I had two coaches standing in front of me: one offering the standard rate for an hour of their time, and another, who charges a premium but promises a unique experience, I would take the latter.
The former offers a solution, packaged and practiced for scalability, just like 99% of cafes who charge the standard $4 for a hit of caffeine. The second offers something that the others cannot, akin to the rare brew that sits in front of me.
As a consumer, what do I want? An experience. Something different. Worthwhile. Valuable.
These experiences are not necessarily tangible. There is a quality that cannot be quantified.
These are the types of experiences I strive to deliver as a coach.
So how much was the coffee actually worth? Especially given this inspired moment of clarity?
Priceless. Unquantifiable.
I finish the last few drops of coffee, savouring the flavour against the back of my tongue. I had not expected to find such profound insights hidden within the $20 cup. This only makes the coffee all the more sweeter.
I’ll be heading back soon for another cup of enlightenment.
CHANGE IS THE POINT 