In the small town of Glenhaven, there were two bakeries. At the north end was Whisk & Whittle, a beloved institution known for its artisanal sourdough. At the south end was Sugar & Spice, a bakery famous for colorful cupcakes and decorated cookies. Both bakeries were run by ambitious owners who had big dreams but very different approaches.
Sophie owned Whisk & Whittle. She was passionate about traditional bread-making techniques and prided herself on her organic ingredients and rustic loaves. She spent hours researching flour sources, adjusting fermentation times, and refining her recipes to perfection. But lately, she’d noticed a troubling trend: her customers were dwindling.
Across town, Andy ran Sugar & Spice. He was an outgoing, fast-moving entrepreneur who jumped on trends the moment they emerged. If unicorn cupcakes or matcha macarons were hot on Instagram, Sugar & Spice had them ready the next morning. Andy was doing well, but he was exhausted from constantly chasing trends.
Both Sophie and Andy felt the need to change something, so they decided to attend a local business workshop on strategy. It was led by an experienced consultant, Claire, who greeted the group with a simple statement: “Before we talk about what you do, let’s talk about why you do it.”
Sophie was intrigued. She knew how to bake, but why was she baking, really? She’d never thought of it that way. Andy, meanwhile, was anxious. Why did this matter? He was here to learn how to outmaneuver his competition, not to dwell on philosophy.
“Why do you bake?” Claire asked, handing each of them a blank sheet of paper. “Write down what you believe makes your bakery special, and why people should choose you over the bakery down the street.”
Sophie wrote: To make the best, healthiest bread in Glenhaven, with locally sourced ingredients and traditional methods. Andy scribbled quickly: To be the trendiest bakery in town.
When they shared their answers, Claire raised her eyebrows. “Interesting,” she said. “But now let’s go deeper. Why does this matter to your customers?”
Sophie realized that her customers were likely coming to her not only for the taste but for the story and authenticity behind her bread. They wanted something real, something they could trust. Andy started to understand that his customers came to Sugar & Spice for the thrill of trying something new, for a sense of fun and whimsy.
Claire continued, “Now let’s talk about strategy. Strategy is the path you choose based on your why. Without a clear strategy, you end up chasing your competition—or worse, your customers get confused about what you really stand for.”
Andy squirmed in his seat. His “trendiest bakery” approach had meant constantly pivoting, constantly launching something new. It was exhausting, and he was starting to think his customers were confused, too. After all, one week he was promoting vegan cupcakes, and the next week he was pushing keto-friendly desserts.
Meanwhile, Sophie realized her problem was the opposite. She had such a specific niche that she wasn’t reaching new customers or creating enough excitement. There had to be a way to connect her love of authentic bread-making to a wider audience.
Claire noticed the two of them deep in thought and smiled. “I can see the wheels turning. Let’s get specific: I want each of you to set one clear objective for your bakery that’s grounded in your why.”
Andy went first, hesitantly. “I want Sugar & Spice to become the most creative, joyful experience in Glenhaven. My customers should feel like they’re walking into a wonderland every time they step inside.”
Claire nodded, “That’s clear. What key results will you need to know you’re reaching that objective?”
Andy thought. “Well, I guess one would be to have a steady rotation of unique items, but not so many that I’m chasing every trend. Maybe… let’s say four core items that change seasonally. And to measure that customers are enjoying it, I’ll aim for more repeat customers who come back for the experience, not just the latest fad.”
“Perfect,” said Claire. “Now, Sophie?”
Sophie took a deep breath. “I want Whisk & Whittle to be known as Glenhaven’s source for real, honest bread. I want to educate people about what makes high-quality bread special and create a loyal base who truly values it.”
“Good,” said Claire. “And how would you know you were succeeding? What metrics do you want to move?”
Sophie thought carefully. “I think a big one would be to increase my subscription service by 30%, where people pre-order weekly loaves. That way, I know they’re coming back because they believe in what I’m doing. I’d also like to host monthly workshops to help customers understand what goes into traditional bread-making. If we can get, say, ten sign-ups per workshop, I’ll know the interest is there.”
Claire smiled and stood up. “There you have it: two distinct strategies based on two unique visions. A strong strategy gives your business a clear purpose. It’s not just about selling more; it’s about creating a loyal, passionate following who understands why they should choose you.”
As they walked out of the workshop, Sophie felt a sense of calm she hadn’t felt in months. She knew her path and understood how to measure her progress along it. She could build her customer base not by changing what she offered, but by deepening her connection with the people who cared about her bread.
Andy, on the other hand, felt inspired and a little nervous. He realized he’d have to resist the urge to chase every new trend and focus instead on creating a unique, memorable experience. But he was excited to try, knowing that if he stayed true to his why, Sugar & Spice could become a one-of-a-kind destination.
In time, both bakeries flourished. Whisk & Whittle became the cornerstone of the community for those seeking genuine, traditional bread, and Sugar & Spice transformed into the whimsical, creative bakery Andy had envisioned. And in the heart of Glenhaven, two very different bakeries thrived—not by competing, but by each following their own path.
And they never forgot Claire’s advice: Strategy is knowing why you do what you do, and choosing the path that brings it to life.