Telling stories at the Borough Market

Yes, it’s little tiny things that make people take action. Look at these pictures from Neil’s Yard dairy and the local coffee purveyor. They fit a certain worldview and they tell a story that earns them three or four times what others are paying at the supermarket. Sure, it’s better, but how much better?

I think that begs the question. The real question is "better at what?" They are better at making you feel special.