Starbucks is not coffee
1) The idea of Starbucks was to create a space between home and office
2) A new ecosystem
3) For people to discover more joy
4) And Coffee became the glue that held people together in this space
5) A New Reason to mingle was thus born which became a habit and coffee consumption exploded
6) This was the “Why” of Starbucks where Coffee was a side actor
7) The Ritual of mingling beyond Office and before home, Coffee Served in Ceramic Cup and Saucer, the Consistent Design of the outlet and of course the Coffee completed the ritual of Starbucks
8) It was not just coffee but more. Of course the Coffee was of good quality as well
9) Once when a new CEO joined he throught of ways to increase Profit
10) So he changed the Ceramic Cups and Saucers into Plastics and Starbucks no longer was Starbucks even though the coffee was the same
11) Likewise in Mutual Funds ‘Returns’ is not the be all and end all
12) While we obsess so much about Returns the Banking Industry continues to attract many times the money even through the Returns are less
13) Returns is like the speed of the car
14) If the distance to destination is small, then the speed need not be very high
15) Rather the focus may be on Comfort
16) There is more to investing the what meets the eye
17) There are many other criteria that define the Ritual of Investing other than Returns
Designing Goals and the path to reach them
Living your dream life and working towards it,
Understanding the Power of Money and Spending the Right Amount of Money at the Right Point in Time,
Confidence to Spend Money without feeling insecure,
A Guaranteed Cash Flow for the Rest of Life
The Feeling of Security that my money will outlive me
I can live the Life the way I wish to because my money will work for me,
The happiness of leaving the job and never to work for a tyrant boss,
The joy of being my own Boss
18) Like Starbucks is an Experience which has coffee as a key ingredient
19) Likewise Investing is also an Experience in which Returns is a key ingredient but not the BE ALL AND END ALL of Investing
20) I Rest My Case
