What is marketing? Start with a cup of coffee.

Marketing goes beyond advertising. Use an everyday example to connect needs, value and communication.

Understand what people need

The same cup of coffee can serve different needs. Some people want a boost of energy, some need a quiet place to work, and others want to catch up with friends. Marketing starts by understanding the people you want to serve and the problems they want to solve.

Make the value clear

Once you understand someone’s needs, you can decide what to offer. For people seeking a workspace, reliable Wi-Fi, power outlets and a quiet environment may matter more than a new flavour. Value is about highlighting what matters to them, rather than listing every feature.

Communicate in the right places

Next, choose your channels. Nearby workers might find a café through a map search, while dessert lovers may discover it through social media photos. Understanding needs before choosing content and channels gives your work a clearer direction.

Try a small exercise today

Pick a shop you visit often and write down three things: who does it serve, what value does it offer, and how did you find it? You are already starting to look at everyday life through a marketing lens.