There were at least 100 people in Starbucks at 53rd and Broadway at 1:45 p.m. yesterday, but one guy stood out. Really stood out. He walked past me, head held high carrying…a highly distinctive gilded china old-ladyish pink coffee cup with a swirly gold handle. You just know there is a story there. Your mind starts racing – maybe his grandmother left it to him, maybe he is royalty, maybe he’s just plain nuts.

I stood in line thinking of all the possibilities – so already, this guy has my attention – not the cute guy in front of me (ok, maybe a little) or the other 98 people in the room. I got my coffee and felt compelled to go up to him: “So, may I inquire as to the significance of your unusual coffee cup?” He was clearly delighted to be asked and said, “The significance is three pronged: One, everything tastes better in ceramic, Two, it is the environmentally correct choice – I saved at least 365 cups by using this one cup and three, it is the best conversation starter, as you have demonstrated.”

His name is Jason – he stood out because he figured out how he COULD in a very crowded coffee shop in the middle of NYC – no small feat. He stood out because he was being true to himself (taste, environment and willingness to speak to strangers). There is a marketing lesson here – identify your company’s “pink cup” and craft a story around it. Now you’ve got our attention.