Specialty Coffee

Stop Describing Your Coffee. Start Telling Your Story.

by
specialty coffee shop family

If you heard on the news that heavy flooding had caused five deaths in Shimen County, Hunan Province, in central China, you probably wouldn’t feel much. Sure, it’s sad. But it probably wouldn’t make you feel sad. And if I asked you about the flooding story later the same day, you probably wouldn’t remember any … Read more

Why specialty coffee marketing should lead with story.

by

One of the challenges you face when selling specialty coffee is that your coffee beans look the same as everyone else’s. They’re coffee beans. This means you don’t have the advantage of being able to design your product so it stands out from the crowd, in the same way Porsche might design a car to … Read more