The pressure and business of the daily work can easily blind us to the impact that we have on the greater reality of the "Industry". We often think of the industry as existing outside our own shops but the reality is that our we are the industry and ever decision we make as individual professionals and cafes cultivate wha the industry becomes.  Today we will be talking about the influence our mindsets, focus, and actions have to either steer the industry to a positive or negative ends. The shop truly is the most important link in the supply chain. If we want to change the world for the better then it starts with excellence in what we do right where we are.  We discuss: The roll of the shop in the industry Our attitudes and mindsets The ripple effect of our decisions What areas to always focus on How we guide customers to accept or reject coffee Coffee quality is not enough Why your shop is not from ethioia  Gaslighting the customer Related Episodes: Commit Before You Communicate 308 : A Conversation w/ Italian Brewers Cup Champion, Alessandro Galtieri Small steps = Big Impact Scaling Values Long Game Management Blog: The Customer of Tomorrow 016: Raising the Bar on your Customer Experience w/ Michael Butterworth  019 : 10 Reasons to Love the Customer w/ Chris Deferio RoR #6: Buying Less and Doing More w/ Ever Meister   Visit our awesome sponsors! Ground Control : Revolutionary Batch Brew Coffee! www.groundcontrol.coffee   The Barista Series: Best Plant Based Beverages on Earth! www.pacificfoodservice.com