2009, Singapore. A bunch of us, together in the MBA program, were discussing about good options for having Indian food.

Someone in the group suggested we try out a restaurant called ‘Annapurna’. It literally means the goddess of food in Hindu culture. The place offered a buffet and trusting the reviews we got from a couple of other friends, we headed downtown.

It turned out to be just the place we were looking for. Craving for good Indian food, we had found a gem. Needless to say, over the next few months we visited the restaurant quite a few times. Every time we craved for Indian food and even when we didn’t.

2018, Bangalore. I had been in the city for a few years and had been used to the piping hot idlis, crisp dosas and filter coffee that the many darshinis (fast food restaurants) had to offer.

Then, someone suggested ‘Taaza Thindi’ in Jayanagar. I had never been there. But again based on online reviews decided to try it. And it turned out to be a revelation. Ever since, we went there at least once a month to satisfy our cravings.

Craving for an ice cream today, I remembered these instances and they instantly bought a smile to my face…

I am sure all of us have similar stories. Where we found something that appealed to our senses and the craving for that experience led us to the same place multiple times.

What’s interesting to note though is that it is very difficult for something to appeal to us in a fashion that it draws us time and again. Out of the many places we have been to, only a few really earn a recall or even compel us to visit again.

I may be speaking from a short-sighted stance but it is almost always a place or thing which has character (age-old traditional one, new-age but very differentiated), or has a unique offering done right that we can’t find anywhere else. Because only when we associate with that character or uniqueness is when we crave for more of that experience.

I may be talking about food here but the same can apply for other things as well.

Interesting, because when we build something, we never think about this aspect deeply. In most cases, we try and conform to the trends – to what others are doing, or what they want, or what we see elsewhere.

What if instead, we started with a focus on differentiating ourselves in terms of what we stand for and how we do things. And then continue to do it day in and day out. Until we gain mastery over it and it becomes second nature. Enough to compel others to be drawn to our work – be it cooking, writing, or what we do in our day jobs!