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.