Blue Bottle Coffee Founder James Freeman discusses the realization that the coffee he started making need not be perfect. While musicians practice till they play perfectly, Freeman says what served him well in the early days were other hallmarks of performing artists: being in service to an audience, imagining sensory outcomes and repeating an activity to improve incrementally.

Video clips from: Subtle Notes of Coffee and Philosophy [Entire Talk]

3 minutes

How Do You Scale Eccentricity?

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3 minutes

Dangers of Diluting Brand

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3 minutes

Opening a Speakeasy Cafe

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Focus on Product Experience

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4 minutes

Freed from Perfection

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4 minutes

A Fresh Perspective on Coffee

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