See the World Through the Money Lens

Let me set the scene for you.

Yesterday, I was in Costa Coffee, waiting for a few friends.

I’m in the queue, waiting for my turn to order, glancing at the menu on the screens and something catches my eye. A thing I haven’t seen from a big brand in a whiiiiilllleeeee. It wasn’t the coffee or the cakes (though they looked tempting). It was a simple yet brilliant piece of marketing:

“Something sweet?”

Next to the question was a picture of a dessert, enticing and perfectly lit.

Why did this stand out? Because it wasn’t the usual “Buy our new dessert!” or “Check out our limited-time offer!” Instead, they sold the need—the craving for something sweet—rather than the product itself.

Finally, a big brand doing marketing right.

But here’s the real lesson.

It’s not just about selling the need (though that’s a big one). It’s about training yourself to view the world through what I call the money lens.

What Is the Money Lens?

Picture this: while most people in that queue were scrolling through TikTok or daydreaming, I was watching Costa. Not just their menu, but their entire strategy.

How were they trying to sell to me? What messages were they using? What tactics were in play?

This is the money lens: constantly analyzing how businesses are trying to extract value from every interaction.

Why is this important? Because the best way to level up your own business is by studying what others are doing—and figuring out how you can apply it.

Lessons Are Everywhere

You don’t need to limit yourself to competitors or your industry. Great ideas often come from unexpected places.

Take McDonald’s, for example. Most people think they invented the drive-thru. They didn’t.

The concept came from American pharmacies, where customers could drive up and collect their drugs (typical Americans). McDonald’s saw this in action and thought, Why not apply this to fast food? The rest is history.

Here’s another example.

Primark.

While you’re waiting in line to pay, what do you see? Rows of impulse-buy items: socks, lip balm, snacks—things you didn’t come for but suddenly can’t resist grabbing. It’s not an accident. They’re turning downtime into profit.

So, if your business involves customers waiting (in a queue, on a call, anywhere), have you thought about how to make money during that time?

Your Mission: Become a Detective

Everywhere you look there’s someone trying to sell you something. Keep your eyes open, learn to spot these strategies and think about how you can use them for your business.

Here’s how to get started:

1. Study your competitors.
   Visit their websites, scroll through their socials, step into their stores. Look for strategies they’re using that you’re not.

   
   

2. Look outside your industry.
   What’s working in tech? Retail? Hospitality? Find ideas that could work for you.

   
   

3. Ask the right questions.
   When you see a strategy, don’t just note it. Ask yourself:

   • Why are they doing this?

   • How is it making them money?

   • Can I use it too?

     
     

So, stop scrolling aimlessly. Stop zoning out in queues. Start looking at every interaction through the money lens.

Because every business—big or small, in your industry or not—is leaving breadcrumbs.

Your job is to follow the trail and turn those insights into revenue.

Eyes open, world. There’s money to be made.

Talk soon,
Michael Theophanides