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Solo Field Notes, a newsletter to help solopreneurs stand out

A hummus surprise worth stealing

Published about 2 months ago • 2 min read

Welcome to the second issue of SOLO Field Notes. Each week I’m sharing a quick story and examples that spark ideas for standing out as a solopreneur.
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Today, it’s a story from my fridge.

Humor and delight go a long way in standing out.

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Here’s a recent favorite find: the bottom of a tub of Ithaca Hummus. Just as you’re finishing the last bite, you see this line:

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“If you’re licking this clean, another tub must be in your future.”

Now, to be fair, I wasn’t exactly licking the container. 🙂 But I was scraping every yummy bit. So when I saw that, I laughed and thought, very clever.

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But then I noticed two more things that revealed how intentional their design was.

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First, a second line: “Join the Club and get access to rewards.”

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I don’t know what “the Club” is, but it’s intriguing enough to explore.

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And when you pull back, the whole bottom of the tub becomes part of the message. A circular QR code doubles as the eye of a smiley face. The Ithaca logo is the winking other eye. Curved text completes the smile.

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Every detail is designed to enhance enjoyment. And none of it is revealed until you finish the tub.

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Well done, Ithaca Hummus. You not only make great hummus, you’ve designed a delightful packaging experience.

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That’s the lesson for solopreneurs. It’s not just what you deliver, it’s how you design the full experience.

When you add a touch of wit or surprise, you stand out. And you create the kind of connection people remember.

Amid last week’s somber 9/11 reflections, I noticed a striking design detail at the World Trade Center’s Oculus.

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This stunning transit hub by architect Santiago Calatrava serves 300,000 people a day. Yet on the morning of 9/11 each year, it becomes a memorial: the roof was designed so sunlight forms two beams across the floor, echoing the Twin Towers.

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Last week at 10:28 a.m. on 9/11 — the moment the second tower fell — NYC photojournalist Gary Hershorn captured the light streaming through the Oculus roof, a reminder of how design can honor memory while serving the present.
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Small detail, big impact.

Want to add buzz to a product or book launch? Tie it to a holiday.

I did this when I released Working Solo, launching it on October 16 (National Boss Day) to celebrate the best bosses of all: ourselves.

For inspiration, check out this interactive list of 5,700 holidays from the Washington Post.

And today (9/16)? It’s National Play-Doh Day, National IT Professionals Day, and National Tattoo Story Day.

Prompt of the week: Try this to spark fresh ideas for standing out. Replace the text in [brackets] with words that best apply to your work.
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Take on the role of an expert strategist in [your field]. Most people in this field rely on [common approach] to achieve [goal], but that path has become limiting. Propose an unconventional yet practical alternative that flips the script and delivers stronger results. Explain why it works and how it can be applied to help me stand out among peers and competitors.

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Until next week: Stay small and play big!

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Terri

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P.S. When you’re ready for more, here are a few resources from the Solo Business School:

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Want to send a question or comment? Please do — I read (and respond to) my email.

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Got this from a friend? Subscribe to get future issues.

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​Unsubscribe | Update your profile | Make International LLC, West Irving Park, Chicago, IL 60613

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Authority By Design is a registered trademark, and Content Velocity and Working Solo are trademarks, of Make International LLC. Issue #080.

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Solo Field Notes, a newsletter to help solopreneurs stand out

Terri Lonier

Solo Field Notes is your weekly design and visibility lab — part of the Solo Business School, and dedicated to helping solopreneurs stand out with smart systems, sharp visuals, and AI that unlocks your edge. Each week, you get fresh ideas to help you stay small and play big.

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