What’s your apple pie?

Recently I was sitting with a friend having lunch in a café in Amsterdam (a “café” in the French sense, not a coffee shop in the Dutch sense).

It was a cute little place in the Jordaan neighborhood…

Why am I telling you this?

Here’s why: about half-way through lunch we noticed lots of slices of apple pie, topped with whipped cream, being served to the café’s eager patrons.

Literally, everyone in the place (except us) was wolfing down apple pie!

Of course we had to try some, and it was excellent. Well worth a 20 minute bike-ride through the pouring rain.

Turns out people come (or bike) from all over Amsterdam, rain or shine, to this little café, mainly for the apple pie.

Have you ever noticed how every great business has an apple pie?

Now you knew this was coming: what’s your apple pie? I think it’s a productive question to think about and answer…