Can you, can you tell us about your career in, like, advertising and coffee, and how you've gotten to where you are?

Yeah, sure.

So I got my start, my professional start, like right out of college.

I moved to New York City.

First job I got was in advertising, in traditional advertising.

And so there I was, uh, doing everything an entry-level person did in the '90s, uh, just a lot of faxing, if you can remember fax machines.

Even then, I was like, "Are you sure they're gonna get it? It's just a paper that might land on the floor." Anyways, so there- that's where I got my start in advertising and thinking and seeing the importance of, okay, this is a brand.

And do you have any advice on how cafes can understand, like, what it is that they offer that is incredibly valuable? Like, what are the non-negotiables, the sacred cows in their business, and what they can strip away?