It used to be coffee was just coffee.
Now it's a twelve step program.
You have to state your size.
Your type of steamed milk.
Your shots.
And who knows what else.
(BTW, I drink coffee black.)
People don't pour coffee anymore.
They're Baristas.
Coffee isn't for amateurs.
It's been professionalized.
Fetishized.
Bureaucraticized.
Much the same as our business.
We strategize until it's coming out our ears.
We have created a language of inaction and overthink.
We blather on about utility and technology, forgetting that what most people want most of the time is to be treated, simply and honestly, with warmth and caring.
We have complicated and professionalized our business and along the way have forgotten our business's purpose. Which is to impart useful consumer information in an executionally brilliant way.
I'm tired of hearing about apps and apis.
I just want a good cup of joe.
