
Ubiquity is the death knell of authenticity. Starbucks does not exist everywhere. Rather Starbucks selects specific places and seeks people who wish to encounter a remarkable experience. They functionally cannot accommodate everyone so they seek to do business with those who are looking for a very specific experience.
We cannot be everywhere so best to avoid being ubiquitous and locate ourselves where we deliver remarkable experiences.
The Ted Radio Hour offers a tremendous podcast with insights into the role of brand and place.



Human nature tends to gravitate our thoughts to projects we have left unfinished. Once a task is completed, a goal achieved, milestone reach we are quick to let the memory fade away. We spend more time fretting about the peaks we abandoned during our summit attempt than the ones we actually climbed. 

