“De Cafe Racer’s bus for after-school care … accommodates up to 10 children along with an adult driver. Most seats on the bus include pedals so kids can power the vehicle themselves, but the driver also has access to an auxiliary electric motor.

This prompts the question, “What others ways  could customers be involved in delivering the benefits they need?”

The hotel partnered with The School of Life to offer a Minibar for the Mind.  Offered as a “a midnight feast of intellect, inspiration and ideas, ” it includes:

“A box set of 250 cards featuring questions, quotations and provocations to start tongues wagging.”

“A volume of the best columns written by The School of Life’s faculty and friends.”

“Two tailor-made reading prescriptions from The School of Life’s Bibliotherapists designed to evoke moods of relaxation or seduction.”

“An open book and a blank page to write down your dreams and fears.”

Side note: the Minibar for the Mind is also a nice example of the Fresh Ideas strategy ‘Mine a Metaphor.’

Subscribers to Fresh Ideas will recognize the Mining A Metaphor strategy at play.

Subscribers to Fresh Ideas will recognize this as another example of the Mine a Metaphor strategy.