I remember reading the Starbucks book by Howard Shultz many years ago. In it, he talks about how Starbucks grew by offering a "superior experience". That is p

I remember reading the Starbucks book by Howard Shultz many years ago. In it, he talks about how Starbucks grew by offering a "superior experience". That is pretty instructive here. Coffee is, by itself, not a luxury item. Not even the best coffee in the world. It's just liquid in a cup. If you want to sell premium coffee, you have to create a premium experience. If you're doing it online, you need a website/app that feels premium - whatever that means!