Two cafes, next door to each other. Sun’s out, plenty of passing trade, yet one thrives, one dies.

Bet you’ve seen this before?

What’s the explanation?

I’m partially responsible for this photo. I sat down, with my son for lunch when there were only two other tables occupied in the cafe on the right.

So why did I choose this cafe over the one on the left?

Because there were two other tables already occupied mainly. It helped they had a menu on display etc, but even like for like, I would have chosen the one on the right, because it was a safer bet.

Seth Godin spotted this phenomenen last year. He called it the 3rd guy. The video is self-explanatory.

What could you be doing on your business today (and no, I didn’t mean in) to get that third customer?

Momentum will carry you forward if you do.