Intention

Having lunch today with friends, I learned a local bakery chain that seemed like they were gearing up to be the next Panera (St. Louis Bread Co, or just Bread Co, if you’re in the know), shuttered their retail operations.

This was not a surprise. I’d stopped in one of their stores a while back, and as a coffee enthusiast I was excited to see Intelligentsia served. “Someone knows what’s up.” As I was waiting, I looked around and noticed empty display cases. Worse, a random thoughtless picture or decoration here or there, nothing I can remember specifically. And that’s the point. Tasting the coffee on my way out, I was disappointed there was officially no reason for me to return.

When Mark mentioned all the stores were closing, I replied with the first thing that came to mind: “There was nothing intentional about their business.” From what I could see, no real labor or love was applied to the food, drink, or decor. In fact, as part of their short expansion, they opened in a space that was previously a Panera right by my house. They simply used the same booths, counters, even wall art.

The first step to creating something meaningful, memorable, and important is intention.