What Consumers Want - The Experience Economy
"Today we are in a service economy where 80% of gross domestic product is in services. Over 80% of employment is in services. And over 80% of what customers want is in fact the service, not the good."
The Experience Economy is Joseph Pine's explanation of the progression of commodities, goods, and services and the how providing experiences is the future of business. From bean to cup, coffee as a commodity alone has limited value. Surround it with a 'coffee experience' and not only will people pay more for it, but they will value it with the same passion you invest in it.