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One of the ingredients for a successful bar is a sense of playfulness or fun. As sociologist Ray Oldenburg explained to me, “One of the indicators of this is laughter.”

yourself: What do my customers want and expect, and what kinds of reactions do I want them to have? Put the answers down on a piece of paper so you can see them in front of you—they’re easier to work on when you declare them in writing. You really have to be that direct and elementary as you shift your business philosophy to Reaction Management.

Your “brand” is what your customers think of you, not what you think of you.