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Don't let me explain

Recently, one of our customers told me that he thought our coffee had changed. And so, like an armored knight of old, the logical part of my brain rode up on its trusty steed ready to vanquish the heinous opinion. Over the next few weeks my 'pike of reason' was sharpened and ready to pierce the heart of any illogic that dared venture my way. Sadly, I was fighting with the wrong weapon. It would be fashionable to say that I was fighting with outdated technology. However, I was actually using an instrument that was too modern. Even Facebook was on my side! So much has been written about our irrational behaviour as customers. Yet, as a sales person, I'm often tempted to win someone over with co

Out with the old, in with the old

When we took over the 41-year-old Ricca Coffee Company this year we expected to do some updating. There was the customer database – hundreds of physical cards dating back as far as 1995. Some were pretty tattered. Upstairs we had rows and rows of retired supermarket grinders. The 1960s Menado drum roaster, unused since 2008, languished under a thick layer of dust. And we were returning to the coffee industry after a six-year hiatus ourselves. There’s so much about coffee that we love – the way it facilitates relationships and commerce, its global nature, the environmental aspects. Oh, and it tastes good too…or at least it should. Much of the coffee talk in recent years has been about lighter

 

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