The genius behind Hoffmann Industries
5THWAVE - The Business of Coffee and Hospitality
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Are You a Responsive Person?
I'm not particularly interested in being famous. That's not really the goal here. I don't want to be a celebrity in any regard that freaks me out. People who watch me on YouTube choose to do so. If I turned up on BBC One at 8 p.m., there's an enormous number of people who did not choose to watch me. And I think we also have to work on consumer perception and relationship with coffee, especially specialty coffee. We became this very pretentious, exclusive, high-end, snobby thing for maybe five years in London. You know what I mean? So yeah, broader, broader celebrity is not interesting. But I think the work I
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