I talk a lot about finding the stories that define you as a specialty coffee business. And I talk about using those stories to differentiate your business from competing brands. When I talk about stories, people often assume I mean origin stories, founder stories, employee stories, or stories around consequential events in the growth of … Read more
There’s a roaster I follow on Substack. Every post does the same three things. He writes about the origins of the coffees he’s roasting. He writes about his roasting process. And then he writes, at length, about the taste profile of each one. There is nothing remarkable about that. It’s what every roaster does. Origins, … Read more
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