My Prejudice… and a Yumsome outcome

coffeeYinYangAs you probably know, I’m just a teeeeny, tiny bit partial to good espresso (or two)

And the one thing that’s always been kinda mind-boggling is the insistence that “Arabica is better than Robusta”

(in case you’re not into coffee, ‘Arabica’ is considered the more ‘noble’ of coffee beans)

Mind-boggling, because frankly, any 100% Arabica espresso that was ever served to me tasted like s**t.

A sour-tasting, flat soup of dish-water. At best.

Now, the overall trend of cafes and restaurants (including the Italian ones, who really should know better) is to get worse and worse at making good espresso.

(just because the masses drink frothed up coffee-flavoured milk-foam-concoctions where you don’t taste the espresso anyway, doesn’t mean … ah well, ….)

Anyway, so, I finally caved in, went all out and got myself a ‘proper’ espresso maker.

And by ‘proper’ I mean: he only button on this thing switches on and off the water-flow.

That’s it.

The beast takes a good half hour to heat up to the right temperature.

To operate it is like juggling 17.5 of those Chinese spinning plates.

But, boy, oh, boy, does the espresso taste goooooood.

Now, in the process of learning how to get to the ‘goooooood’ part, I had to grind my way through about 3lbs of beans.

Obviously, I started with a roast that had 25% Robusta, because, as experience told me, 100% Arabica sucks.

Now, Robusta has about 3-4 times as much caffeine as Arabica, so soon enough I was tripping so badly on caffeine that I eventually relented on my strict ‘no 100% Arabica rule’ and got myself, well, a mighty fine 100% Arabica roast from our local coffee roasting place.

“But only for the duration of my learning-phase, then it’s all back to ‘healthy dose of Robusta'” or so I told myself.

Well …


I finally understand the whole ‘100% Arabica’ is better’ part!

With the right tools, and the patience to learn how to craft one of these things, …. I need to go and look up the words that describe what I’ve now got.

“Yumsome” is a good start.

Anyway, here’s the lesson:

kidPerspectiveyears and years of prejudice that had nothing to do with the actual product, but the fact that I was under the impression that Arabica sucked …

… pure ignorance ….

… based on the reality that hardly anyone knows how to treat Arabica right…

… and a simple shift in perspective changed everything.

So, that’s what I’ve got for you today (yes, there is a lesson that’s useful for Internet marketing;-)

A shift in perspective.

For this, I’ve got a little ‘game’ for you.

Which will give you great results, if you play full out. If you’re not committed, it’ll be one of those ‘intellectual’ insights that make sense, but don’t get you any results.

Are you committed to learning AND implementing?

If so, in the box below, answer the question as best as you can.

If necessary, actually spend a couple of minutes thinking about each question (and of course your answer)

Then click submit.

It’ll take you to a next question, and I encourage you to just play along, it’ll all make sense when you come out the other end!

Go and have some fun:


[survey-snatcher id=”2″]



PS: in case you decided to stay here: what’s the biggest shift in perspective YOU’ve had in your Internet Marketing career?



  1. Congratulations Veit, to the discovery that some things (like making good coffee) take a lot of efforts to make good. Personally, I would never have the patience (not to speak about finding the space in any of my kitchens) for an espresso machine like you describe. That’s why I, in spite of being disgusted of some of the dirty marketing methods applied by the Nestlé conglomerate for other of their and L’Oréal’s brands, love the Nespresso concept. Maybe the espresso from an Nespresso ampulla doesn’t taste as excellent as from your monster machine, but it sure is easier to make. And their total marketing concept is a good example of the possibility to bring almost any product into a “subscription” model.

    • lol, the “monster” requires very specific cleaning liquids to keep it in peak condition, so the subscription model is taken care of;-)

      there’s of course a HUGE marketing (well, more business building) lesson in what you just described:

      there’s always a market that values convenience above ‘perfection’, and that market tends to be bigger than the latter market:

      as $20.000.000,00 marketing legend Glenn Livingston says it very nicely: (I’m paraphrasing): if you want to make millions, sell to the masses, don’t sell to the educated market. (like I do).



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