One of my (Whitney’s) favorite TED talks is Simon Sinek’s How Great Leaders Inspire Action. If you haven’t seen it, it is well worth the time! The foundation of his talk is how for most businesses you know what they sell and maybe a few features about it and you as a consumer have to choose to buy it or not. However, for incredibly successful businesses, you know why they exist and it’s deeper than just profits or products. Their “why” is what inspires a loyal, almost religious-like following. I recently rewatched the video with Peritus Coffee in mind, especially as we take this new step soon with a brick and mortar store and think about our long-term plans for the business.

Our why: Everything we do focuses on our ethical and environmental principles and encourages camaraderie and friendship through meaningful experiences.

Our how: We let our principles guide our business. We do this through sourcing coffees through choice importers who reflect our values, using environment-friendly products and disposables where possible, limiting waste. We also seek to foster an open and friendly environment for customers where they can learn as much or as little as they want. We’re also open and friendly with our fellow roasters and other partnerships…we can all learn more together. A great cup of coffee should be an enjoyable experience.

Our what: We offer a rotating variety of single origin coffees, quality coffee equipment for home, a blog with coffee education and recipes, and hopefully soon with our new space, free coffee classes.

Life is too short to not take the time to enjoy the little things in life…even if it’s just noticing how great your coffee was this morning, or sharing a cup while you catch up with a friend. It’s these minute experiences that make life so fantastic.