When I arrived in Budapest about 5 weeks ago, I had to find a place to work from.
Working from my apartment? I know I don’t get things done from home.
Working from café? Don’t really feel like being surrounded by tourists for 5-10 hrs a day.
Renting a full-blown office? A bit overkill for a one-man-show like me.
A Co-working space seemed like the perfect solution: Having an office and being surrounded by like-minded people who peer-pressure me into being productive (plus, who knows what business connections might come of it?).
Anyhow, a quick Google search reveals quite a few Co-working spaces in Budapest.
Which one’s best? Only one way to find out.
The first space I work at for a day disappoints: Everybody’s quietly working by themselves, the interior is bland, the place feels cold.
I almost went back to the idea of working at cafés, but luckily I found the space I took this picture at.
They’re more expensive—and I happily pay the premium.
The reason I—and plenty other people—pay extra for this co-working space can teach you a macro-level marketing lesson if you want to charge a premium and actually get sales.
But let’s rewind, what’s do I like so much about this place?
Currently, there’s an art exhibition on here.
Two weeks ago, there was an improv night.
There is a comfortable couch area.
There’s a weekly lunch.
None of those are why I pay the premium. I went right to the source to find the *real* source of their success:
When I talked to one of the co-founders, I told him I’d tried another space which felt like a corporate office and that this one feels more like a “living room” than an office.
He told me something like: “That’s the point. We’re not trying to build an office, but a community.”
Listen to any business podcast or read business & marketing books and you’ll eventually hear “Your business needs a mission statement” or something dry like that.
I’d heard it a thousand times before, but this conversation illustrated it for me:
It’s not about the lunches, art exhibition or couches—it’s about their mission: Creating a community.
All those things help in building a community, but they’re not the central point.
People who work here pay the premium for being a part of a community, not for a desk to work from.
So what can a mission do for you?
-An overarching mission makes you more agile. If you’re a “copywriter” (like I was, until now), then you write copy. Not much more. If I was to rebrand myself as a Customer Acquisition Specialist, I could do anything which helps to achieve that goal.
Similarly, this space can do anything they feel helps in creating a community.
-A *unique* mission allows you to charge a premium. If you’re on a mission nobody else is on, anybody who wants the results you’re getting HAS to come to you—and you get to charge more.
As I’m in the process of refocusing my business, I’m applying these two to my new business plan.
Do you have a mission? Curious to hear.
P.S.: Need help figuring out your mission? Send me an email at email@example.com and let’s see if I can help you charge a premium—for the exact customers you want to work with.