Please kindly check my writing... What I learned from running a cafe I went to Niigata prefecture with my friends to work as an intern. We ran a cafe at a ski park and sold hot coffee, tea, yuzu tea (it is kind of a citrus fruits), and tapioca as an additional topping. There was a tournament match and a lot of people were there. We were sure that there were a lot of demands because players and audiences wanted something hot to drink. So, we built a tent on the snow and sold drinks there. We supposed a lot of people would buy our drinks! However, our expectation was wrong. Our cafe was defeated by a vending machine! Some people chose our cafe but most of them bought drinks from vending machine. This meant we didn't create values to attract customers. If I was a customer, I absolutely bought coffee from vending machine because it was more cheaper than ours and I hardly found any benefits to get from our cafe. We were lack of other person's point of view. Therefore, we didn't create values to attract customers. If we could do that, people would buy our items even if it was a little bit expensive. For example, we can get a cup of Coke for 100 yen. However, some luxury hotels such as Hilton sells it for almost 1000 yen. It seems like ridiculous but some people buy that expensive Coke. Hilton succeeds in creating values so people pay money for not the coke itself, but the values. We should have created those values. I leaned how important it is to stand other person's perspective and to study marketing. So, I decided to read books about marketing.