John talks coffee #9 - The value add (Arthur's question)

I address they mysteries of pricing your product. How do you add value to what you are doing?

John talks coffee #8 What are you hiding

Are you hiding flavors with your brewing method?

John talks coffee #7 Yes to Flavor, No to Cold Brew

Why we don't do cold brew. Fact.

John talks coffee #6 - espresso texture starts with roasting !

Espresso is about mouthfeel, texture, and flavor. And it should be delicious!

John talks coffee #5 - espresso building insights

Know your craft!

John talks coffee #4 - Tasting - Understand Why

The reason you taste and adjust, is not simply to make it better. It's to understand why the new version tastes different than the old version. Don't just ask why, know why!

John talks coffee #3 - Knowledge of Craft

Understand the coffees that you are using, understand how they work at various roast levels and different profiles. The more you understand how the depth and breadth of your coffee, the more you will understand - and create a great espresso.