There are at least two coffee shops in my immediate area.

One is two doors down from where I live and the other is about a five-minute walk away.

When I buy coffee locally, I almost always go to the cafe a few minutes away (the one with the Nutella Lattes if you recall).

If I did a blind taste test, I doubt I’d be able to tell their drip coffee apart. My hunch, however, is that the coffee is actually better at the cafe two doors away.

So why do I go out of my way to walk further down the street?

Frankly, the staff and the ambiance are more pleasant there.

In summary—I feel better going to the one down the street.

The way people feel is one of the most important things to focus on when creating your coworking space.

By in large, we buy with our emotions and justify with logic.

I’d argue that the only way you can create the best possible emotional experience for your members and their guests is by knowing deeply who they are and what they care about.

This foundational knowledge is what makes your experience remarkable and your marketing most effective. Glossing over it will make it really hard to create a world-class experience for anyone (and your marketing will suffer too).