“Our coffee is roasted each Tuesday.”
It was Wednesday and I was out of my favorite coffee from Blue Bottle. Add in shipping and I’d have to wait for another week and a half. I considered another brand, but that didn’t last long.
I decided it was worth the wait for what I consider to be the best.
Most companies I do business with take the opposite approach of Blue Bottle: their business is built around speed. Need a Diet Coke? The McDonald’s drive-thru is fast. If I need a pizza delivered ASAP I’ll call Domino’s. Lenscrafters promises eyeglasses in about an hour. And I can’t recall the last time I took my car to the dealer to have the oil changed.
Speed sells. It’s that simple. Of course, there are some services where speed isn’t a virtue. For example, I am not interested in the fastest or least expensive lasik surgeon.