Blue Bottle Coffee’s James Freeman describes how the opening of an unconventional cafe boosted his confidence. Despite its odd location, limited menu and longer wait times, Freeman says the cafe was a successful effort to work within constraints. “Fortunately, I didn’t even know what market research was,” Freeman says. “We just did what we thought was the most delicious thing we could possibly do.”

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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2 minutes

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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