Tenacity, humility, and curiosity. Whether you are working as a barista, competing, opening your own shop and roastery, these are character traits that are essential for success. Today we are talking with someone whose long career in coffee has been characterized by these values. We are chatting with the new U.S. Barista Champion, Isaiah Sheese! Isaiah Sheese is the Owner of Archetype Coffee located in Omaha, Nebraska. He has been working in the coffee industry for almost 20 years in various roles from barista, to QC cupper, green buyer, janitor, and now owner. He has competed in the US Barista Championships for 9 years, judged for 2 years, and placed top 6 in 8 of the 9 qualifiers. He finished 5th in 2020 and is now the 2023 US Barista Champion. In my conversation with Isaiah we get to talk about his beginnings in coffee, the early experiences of competition, starting and running Archetype, and the pursuit of hospitality while also pushing coffee forward.  We Cover: Entering the coffee industry Discovering barista competitions Challenges of taking the next step in career What moments changed the game in competition Pursuit of excellence How judging changed things Starting a business and meeting customers where they are The importance of community trust for cafe success Tenacity in competition and the evolution of Archetype His winning routine and how they approached it differently Links:  www.drinkarchetype.com FOLLOW! @ARCHETYPEROASTERS Isaiah Sheese on Instagram @isaiahsheese   Listen to these related episodes next! 394 : Happy Coffee People w/ Wendelien van Bunnik 390 : 7 Ways to be Consciously Competitive 320 Founder Friday! w/ Francesco Sanapo of Ditta Artigianale, Florence, Italy 045 : Simple, Powerful Hospitality w/ Philip Turner 343 : Founder Friday! “Curated Edition” | Hospitality + Meeting People Where They Are   Visit our awesome Sponsors! GROUND BREAKING BREWING MADE SIMPLE! www.groundcontrol.coffee   THE BEST PLANT-BASED BEVERAGES ON THE PLANET! www.Pacificfoodservice.com   30 years of resourcing you with the best products and education! www.coffeefest.com Use Code: "KEYS" for 50% General Admission