I attended a day-long event at University College London recently.
On the way over from the nearby underground station I passed by a brilliant little independent coffee shop so popped in for a morning cup. Being the early hours still at this point everyone was grabbing a hot brew and heading on their way to work. Nothing special here right?
After leaving the event several hours later and going outside for the first time all afternoon, I was hit by a wave of heat so intense it was almost solid (35 degrees the media tells me) and staggered back towards the train station, following the same simple route as this morning and regretting my decision to wear jeans.
As I approached the coffee shop from the other side I noticed an instant difference. Although the shop looked exactly the same they had now put a simple hand-written chalk sign outside that read…
Now I’m assuming they always sell iced coffee among other things but simply emphasising they had what everyone walking by wanted – a cold drink – they had adapted to their changing environment.
The result? The place was bustling inside with everyone, including me, ordering iced coffees or bottles of iced tea and sitting on the garden furniture outside (another addition since the morning).
Sometimes it’s just the little things but doing whatever you can to adapt your product offering and marketing to the changing environment can obviously pay off big. Sometimes the changes needed might be obvious, other times they might require a little thought. Either way these changes are definitely worth making.
Keep adapting and keep ahead.