For Richard Branson, an essential criteria for his business success, his compass, is the idea of ‘fun’. He has infused it into all the brands he has founded, promoted and seen flourish — and it’s arguable that the simplicity of the idea in and of itself is what has made the brands he’s launched gain traction and longevity in their respective markets. Sure, when we get too complicated, we lose sight of what we’re trying to achieve and run the risk of confusing the people with whom we’re trying to communicate.
While we absolutely cherish and extol the virtues of fun, when we thought about boiling down what we do at Seattle Coffee Gear to one simple, essential idea, we settled on another word: Knowledge. It’s in this blog we write, in the videos we produce, in our product descriptions, in the customer service we give on the phone and in the store — we have even dedicated a whole website to providing resources and knowledge to folks as they navigate the sometimes far-too-complex world of choosing their coffee related gear. While we have fun with this and it’s important to us to communicate the elemental joy to be found in the experimentation with, creation and drinking of coffee, teaching people, being honest and giving them the information they need to make the right choice for them is our ultimate ideal.
From a pure data perspective, this industry is really young in the United States: In Europe, the average household spends around $800 on their home coffee machine, while we spend an average of $80 in the US — obviously, there is significant room for growth and a big part of that growth is education. One of the most common refrains we hear from customers is that they want simple and concrete information, they’re confused by all the options, which is the best choice, etc. What these people are looking for is honesty, facts, advice and candid experience.
And that’s what we give them. But that’s not always perceived as a positive move in our industry.