The marketplace is chock-full with all-too-similar goods and services in every category imaginable. How many people will actually go out of their way to buy what you’re selling if what you’re selling is nearly identical to everything else on the market? That’s why lasting brand loyalty is built on making the common uncommon—because while a price advantage, or more convenient locations, or whiz-bang product features may vanish tomorrow, uncommon quality attracts and connects with your customers in a powerfully personal and permanent way. Starbucks has taken the common cup of coffee and made it uncommonly better by focusing on higher-quality coffee beans, longer roasting styles, and more intense and enjoyable coffee experiences.