A successful coffee shop must have great coffee. That’s a given, says Tom Vincent, founder of the Texas Coffee School. But, says Tom, a coffee shop has to offer so much more to bring in customers… and we’re not talking scones and biscotti or comfy couches. Tom outlines how to differentiate one coffee shop from all the others in today’s crowded marketplace. Those lessons apply to startups in any industry. The first one: your product is not what you’re really selling.