Where’s your hundred dollar doughnut?

donutOK – I must admit, at first I was pretty disgusted by the story of the world’s most expensive doughnut.

Baker Björn Delacruz at the Manila Social Club Restaurant in Williamsburg clearly thought he’d struck gold when he realised there is a market for pretty much anything, as long as you label it “luxury” – even if it does entail making a doughnut filled with Cristal jelly and purple Ube mousse, covered in opulent 24 karat gold flakes.

At $100 a pop, these doughnuts are not the typical treats you’d pass round the office on a Friday afternoon. They are, however – apparently – popular with a certain clientele at the Manila Social Club and demand has been on a steady up since the story surfaced in First We Feast.

Once I’d got my head accustomed to the fact that this is a real product, bought by real people, it dawned on me just how genius this marketing stab actually is. Not only has Mr Delacruz invented something truly unique (I mean, who would ever think to combine the world’s most working class snack with precious metals and a Hollywood-elite beverage?) but he has also instantly positioned himself as someone who truly cares about the people who are prepared to pay a hundred bucks for a piece of pastry. That niche is now his.

He will now not only be overrun by wealthy gourmands, but attract the curious attention of those who perhaps want a sniff of that good life for a few moments. And the great thing is that even when the novelty of the golden doughnut withers, he will always be remembered as the guy who created it.

When we build our own products and solutions, we sometimes overlook the fact that there could be an opportunity to address a different market – or in some cases, create a different market – by simply going for luxury. A typical service or product offering will have basic, standard and premium levels, catering for different audiences. But how often do we actually aim to provide a luxury experience? How often do we go out of our way to create a service or product so uniquely bespoke and lavish, that we suddenly open the door to a whole new audience, namely an audience with thick wallets?

It may not be for you. It may not be aligned with your brand. But isn’t it worth experimenting with the thought of being well positioned against a wealthy market? After all, they may be the ones who actually spend money when nobody else does.


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The Future’s Attacking!

I had a conversation with some friends in between Christmas and New Year where we mused about how lovely it is to tune out the world of work and its responsibilities for a few days. We agreed that it is important to slow down and truly enjoy the moment. However, we discovered that we all found this remarkably difficult to do. We all struggled to do the complete switch-off.

We realised that we had all experienced one particular feeling at some point throughout the festive week. future-attackWe named it “The Future-Attack”. This is the sense of worry you feel when you suddenly remember an upcoming event or situation, where the fear of the future takes away some of the joy of the present.

The most obvious future-attack among us was the thought of the first day back at work. It was the idea of the relaxed and indulgent festive season coming to an end. Although the intensity of the future-attack would vary, depending on the level of overall job and life satisfaction, we all recognised that feeling much too well. I have myself spent many a Christmas break with a knot in my stomach and a whirlwind of worries in my mind at the thought of it all coming to an end on that first Monday back.

But this year, for the first time, it was different.

My future-attack lasted for about two seconds, before I suddenly remembered that I absolutely love my job! Unlike previous years, where the thought of work would provide an underlying sense of stress and inadequacy, I now felt a jolt of joy. I would be returning to do the things I love, for the clients I have chosen, earning the money I deserve.

I take great pride in being my own boss and the master of my own happiness – but I also wish more people could experience that same happiness at the thought of going back to work on a Monday morning. This year, why not take some time out to discover what would truly make you happy and passionate about your work?

Check out these top tips from Inc.com on how to be happy in your current job. And remember – if you can’t find meaning in your existing job, perhaps it’s time to look further along the horizon to find something new and better.