Make a product that is popular enough to make some money.
Make enough money to keep the business running, and the people happy.
Make something good.
Lots of people like it.
Everyone is happy.
But coffee companies are also like artists insofar as it involves people’s taste.
When good is entirely subjective;
when it’s defined by a person’s preference.
There is almost nothing objective about good taste.
Much less popular taste.
Coffee, like most mediums, takes a long time to understand.
The beans and the roaster.
Water, grinds and brewing.
With all of it, Time defines so much of the outcome.
But once you understand it, you can bring things out that you never knew were there.
But whole-bean roasted coffee is different from both art and business.
Though we roast the coffee,
you make the product.
The tools are given to you.
In fact, you purchased them.
You become the one who performs the ritual.
You make the coffee.
The consumer becomes a creator.
I am thankful for my friend Jaxon who called me this morning asking about how to brew some special coffee I sent him.
He was sitting at his kitchen table,
looking at his setup
and wanted water-to-coffee ratios and the best way to brew with his brewing equipment.
It was great.
I love the way we are connected to people through Tiny House.
I hope you have some good brews this week.