There are a few things I said that I’ll expand on when I have more time (or if you buy me a beer), but here is a fun quote:
More vital than us pushing our message on audiences right now is really listening to customers and understanding what ideas about coffee they’re still holding on to and how they perceive what’s going on in our industry. You can see a lot of backlash against the kind of hoity toity expertise-driven positioning and differentiation that’s happening at the vanguard of the industry. I don’t think it has a lot of buy-in. The general foodie-centric consumer perceives wine or beer or cocktail culture with a much higher degree of acceptance than what’s going on in coffee culture. It’s still feels pretentious — and I think we have a lot of pretensions — and I feel a lot of those pretensions are defensible and worth defending and I embrace them, but I think we’ve done a poor job of communicating the legitimacy of them to consumers.
Mostly I’m just proud of myself for not saying anything too inflammatory.