As I was ordering a drink at a local coffee shop, I noticed they were selling apparel.
They were selling shirts, sweaters, and hats with their brand, and I thought it was a neat way to support their mission.
Then I looked at the price, and the sweater was $38.
I wondered, ‘Who’s willing to pay for that sweater?’
I wouldn’t. But then again, I’m not the type of person they’re hoping to sell their sweater to.
But they are out there. Those who frequently visit their coffee shops and spend a significant amount of time there are likely to be the ones who buy their sweaters because they support the business.
They want to give their appreciation for providing them a space where they can be themselves.
To me, a $38 sweater seems expensive.
But to them, a $38 sweater is a small price to pay.
Because they believe in the mission of their local coffee shop.
How much are you willing to pay for what you believe in?