Lessons from a Coffee Shop

Let’s talk about the crowded coffee shop space for a second. Finding just the right name (e.g., “Bean There, Sipped That”🤩) is often the first thing on the to-do list, even before the location.

An eye-catching name is essential when brand identity is an important part of the consumer’s decision-making process.

However, the most successful companies don’t stop there. To compete in a crowded space, they also focus on “secondary” intellectual property. For our coffee shop example, “secondary” intellectual property refers to IP protection beyond name and logo trademarks.

For them, it includes breaking free of generic terms like latte and cappuccino by trademarking, copyrighting (or even patenting) things like beverage names, creative menus, their own coffee blends, and distinctive interior design. All contribute to the brand’s overall value. My local coffee shop is known for its inventive flavor combinations (with pumpkin spice nowhere to be found).

As a consultant or coach who operates in the increasingly crowded space of selling to corporate clients, you also need a robust intellectual property portfolio that includes both primary and secondary intellectual property.

Say yes to a distinctive name like my favorite fictional consultancy, DiverCity Consulting Inc.

But let’s dig a little deeper. Instead of offering executive coaching, how about offering a “NextGen Leadership Lab” for coaching new managers to become effective leaders?

Instead of yet another strategic plan, would offering “Impact Architecture” for your non-profits clients grab attention?

I call these signature offers. The intersection of your niche and your specialization, helping you occupy a space that is uniquely yours. And a big step forward in turning your expertise into scalable revenue.

IP is FUEL 🚀

Erin