Jordan Mittelman is
obsessed with cycling - a passion he's harnessed to launch an
award-winning business in the heart of Washington DC.
The US capital already has a large number of bike shops, and
Mr Mittelman knew his High Street store, Bicycle Space, could only
succeed by offering customers more than competitive prices and good
service.
"People can find all the products we sell online, and are
often so well-read and knowledgeable. They've looked up every detail and
come in knowing so much," he says.
"To sell to those people you have to appeal to something greater - we're selling a lifestyle and an experience."
Marketers call this insight selling.
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