Seth Godin is a highly respected author, speaker and marketer. He's had numerous best-selling business books and is an internet icon.
Like all marketers, he also overreaches on occasion to make a point. In his "Liar's Blog", he posted that at a recent seminar he hosted, attendees had a choice of selecting coffee brewed in one of two coffee machines, a regular old Mr. Coffee and a fancy Capresso.
He had put, in his own words, "decaffeinated swill" in the Mr. Coffee. And since everyone chose coffee from the Capresso, Seth jumps to the conclusion that people don't really care what's being brewed as long as it comes from a fancy schmancy machine with lots of buttons.
But you know better than that. You know it's about the coffee. And had Seth brewed up some fresh Nicarguan Mira Flor instead of the "swill", the smart folks would've been lining up for the Mr. Coffee.
Many of you brew your Black Cat in a simple French press that has neither cord nor "on" button. And we know from custom grinding beans for customers that most of you use drip pots for our house blend and varietals. You don't need a $1,300 sleek machine to enjoy Aldo Coffee at home.
To Seth... since you've got the pocket change to buy a Capresso, why not go all the way and get the La Marzocco Linea we use here in the store. It's a mere $10,000 and has more buttons. And it's the right machine for getting the best espresso shots from our beans. Who cares about having to take out a bank loan when you're talking buttons and knobs, right? Of course you'd have to buy the right grinder to go with it...
Anyway, we've decided to send Seth a couple of bags of Aldo Coffee so he can put that old Mr. Coffee back to work doing what it was meant to do.
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