— Twenty ideas, one line each
Palettes and fonts are the easy half. Anybody on your street can have the same ones by Friday, and increasingly they will. The idea is what you're paying for.
None of these needed a budget. Every one of them gives a customer a reason to turn up on a particular day, which is the only thing that reliably beats being cheaper than the shop next door.
These aren't for sale. They belong to the businesses they were made for. They're here so you can see how the thinking goes before you pay for any of it.
Six carved stamps, one per baking day, each taken from something in the town. Sé Lá.
A wheel on the side picks your topping. Staff spin it. No re-spins, ever.
One table is the writers' table before eleven. Free refill if you're working alone.
A one-page exercise sheet with the patient's own name printed at the top.
The chair with no mirror, for people who'd rather not watch.
Thursday is the pie. One pie, one price, gone by two, never on another day.
Intakes with names and dates instead of “join any time”, which is easy to postpone.
The €12 bunch by the door, changed weekly, photographed weekly. One price, held.
Staff picks with the price of being wrong: a refund if you don't finish it.
The quiet weekday afternoon becomes the half-price chair for anybody over seventy.
Every batch numbered on the label by the field the barley came from.
A plant that will definitely survive you, marked with one sticker. Beginners buy it.
Price list on the wall, in full. It is the single most reassuring thing in the room.
Six pizzas, numbered, never changed — so regulars can order by number.
Saturday morning, ten minutes, somebody shows you how. Free, and it sells the tool.
The bag tells you the day it was roasted in type large enough to read across a shop.
A class explicitly for people who can't touch their toes, and it says so in the name.
One sandwich named after a regular, with their photograph beside it.
One fixed-price session, one date a month, booked in advance. No quotes.
Whatever it is, it's specific to you and it costs less than you'd think. That's the conversation.
Every one of these came out of looking at one specific business — its street, its hours, what its customers already do. That's why they can't be copied quickly: the idea only works because of where it came from.
One idea like this is inside every Brand concept (€995), every Brand refresh (€1,350) and every Brand foundation (€1,500). It isn't an add-on and it isn't optional — it's the part that's actually hard.