This category contains ways to invest in your atmosphere. This might be a fresh coat of paint, displaying artwork from local artists, or selecting music appropriate to your brand. People will pay more for the experience. For example, in blind taste tests, most folks have chosen Dunkin’ Donuts versus Starbucks coffee. Dunkin’ Donuts goes for about .97 cents per cup. Starbucks sells their coffee for $4.00, but they also provide their patrons with a warm atmosphere, hip music, and the luxury of wireless Internet access and in doing so, they create a meeting place. People will pay for the atmosphere—the experience—the opportunity to belong to a cool culture.