Investing in Artisanal Experiences

This chapter explores the investment strategies behind the artisanal coffee brand Blue Bottle Coffee, emphasizing its unique marketing and customer experience approach compared to giants like Starbucks. It also discusses the evolution of hardware investments in tech startups, particularly focusing on successful models that incorporate recurring revenue, such as Peloton and Ring. Through these examples, the chapter highlights the importance of differentiated business models and effective leadership in navigating market challenges.