Customers Don’t Exist

There is no such thing as Customers. There are ‘your customers’, ‘not your customers’ and ‘possible customers’.  But there is no one customer. There is no single entity with a fixed set of attributes that is “the Customer.” That is a fallacy and a fiction that will frustrate you into oblivion. If you have a […]

Should You Give The Customer What They Want?

There are two paths you can choose in a Specialty Coffee company (and basically any quality focused food/drink company) Give the customer what they think they want. Give the customer what you do best. My mantra my whole life has been to: Never give the customer what they want. Only give them what you do […]

Love In The Key of Coffee

A few weeks ago I waxed poetic about the amazing, world-changing people we were fortunate enough to work with at Barefoot Coffee. I had just returned from a trip to the Bay Area (te extraño!) and realized it was the 11th anniversary of the founding of Barefoot Coffee. I cried a lot, mostly with joy; […]

Misfits, Punks, Dreamers and Diamonds – 11 years of Passion Poured By People

On today’s date 11 years ago in 2003 Nanelle and I gave birth to Barefoot Coffee Roasters. We had no business plan, no money, no idea what we were doing, and no experience. What we did have was absolutely insane passion, a mission to make great coffee and thick, thick skin and big hearts. We […]

Every Coffee Has A Home. Yet Not Every Home Has Coffee.

The sun was rising with equatorial brilliance from the valley floor, casting it’s tingling rays upon my face. The cool, moist tropical breeze tickled my face with fern frond delicacy soothed away the lie of “roosters rise at dawn” still fresh in my mind after the damn rooster who stood righteously outside my little cabin […]

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