Caring about Coffee

It can be good for business to leave money on the table.

Why? Because you care. You are willing to provision room for something beyond just a quantity, a number, a dollar amount.

Jim's spot on.

I'm not a coffee drinker, but I love hearing another Jim talk about coffee. Positively delightful. (As an aside, James did not have to spend this much time and effort on this video, but the level of care and attention turns that 7 minute video into a masterpiece. Unironically, I feel the same way about this video.)

Folks who get their coffee from Starbucks get it to do a different job (consistent vehicle for caffeine) than folks who brew their own coffee at home (savoring flavor). Starbucks knows that, which is why they over-roast their coffee beans — to ensure each cup tastes consistent, even if the beans come from different plantations.

The same could be said for any product. I choose Apple products because there was obvious care that went into the software and hardware compared to competitors. I choose a delivery meat service because I trust that company to care more about the humane treatment of their animals more than the commodity meat I could get at the grocery store.

Choosing not to care is a business decision. It often works out overall, but some customers are more interested in something built with care than just the thing itself. It makes a difference.