I took this photo at Martha’s Bookstore, a “comfort-community-bookstore” in Newport Beach California. Previously, a lady who was in charge had offered me the “tea of the house”, a special blend of herbs to make you feel relaxed. While I navigated among the bookshelves I found, hanging in a wall, this little -but still big- frame where a brand was postulating its beliefs. If this is possible for a non sophisticated business, why many brands still don’t get it?

Should Martha’s Bookstore had been managed by a mayor college graduated, I would have found this “Our Mission is to provide you with the best books availabe”. ahggg!

Eduardo Caccia

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