OK! Today we get to talk with coffee legend James Hoffmann! On top of being the 2007 World Barista Champion and Co-owner of Square Mile Coffee Roasters, a renowned roastery in London, James is also the author of the World Atlas of Coffee, and runs one of the world's most popular and fun coffee YouTube channels where he dives deep into everything from coffee equipment, coffee science, brewing, extraction, agronomy, taste, and really anything to do with coffee. In essence, James is a purveyor of ideas for and about coffee that, over the years, have helped us all to better navigate the landscape of specialty coffee either as enthusiasts or professionals.  James is an excellent teacher and has a gift for clearly articulating his thoughts and ideas around topics and his approach to questions that can be at first a bit confusing, both disarms and welcomes people into the world of coffee. In this fantastic conversation we get into a number of those questions that are at the heart of what we do in specialty coffee and the cafe. I believe James' thoughts here will be of great value as we seek to build a better industry and better businesses into the future.  We cover: What makes specialty coffee special How accessible should it specialty be What it means to be inclusive of customers What are good mindsets to have for business The role does the cafe plays When differentiators become a barriers Winning the trust of customers The problem of low barriers in starting a coffee business How cafes have contributed to problems in the industry  Good business models post-COVID Links: www.jameshoffmann.co.uk Subscribe to James' You Tube Channel www.squaremilecoffee.com James on Instagram   Related Episodes: 206 : The Emotional and Social Impact of the Cafe Space w/ Noa Berger 138 : Joseph A. Rivera on Organic Acids and the Importance of Coffee Science 223 : Building a Financially Resilient Business w/ Andrew Carroll 082 : Knowledge and Flavor w/ Cosimo Libardo 198 : The Evolution of the Coffee Shop w/ Prof. Jonathan Morris 085 : How we Ruin the Specialty Experience 022 : Founder Friday w/ Colin Harmon of 3fe Coffee, Dublin Ireland & Author of the new book, “What I know About Running Coffee Shops”   The BEST in commercial coffee equipment! www.prima-coffee.com/keys   Want the best plant based beverage for your coffee drinks? www.pacificfoods.com/food-service