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The power of potential
It is the beginning of March and I’m sitting at the Espresso office. The owners are there, as is the CEO. We are figuring things out for the next 18 months, which direction the brand needs to go in, expansion plans, menu evolution, etc. Standard stuff. I am asked what we are going to do for the March 23 ad. I reply that I don’t know yet. We always have the fall-back message of hope and blind patriotism (everyone seems to like those) so I’m not really concerned about it. Safety nets facilitate procrastination well.