Coffee isn’t coffee.

Coffee is social facilitation

Coffee is a distraction

Coffee is a ritual

Coffee is a reason to meet

Coffee is micro generosity

Coffee is time out

Coffee is a representation of personality and economic status.

Coffee is very rarely a beverage which is a mild stimulous, or thirst quencher. More often it’s one of the ideas above. With this in mind what other categories are waiting to be reinvented to form part of the social structure. As humans we are social creatures, and every now and again a marketing campaign emerges around some form of product which builds in our genetic social dynamic, and when this happens, the category and business is changed forever. The good news for entrepreneurs is that it’s usually the domain of a startup, not an all powerful incumbent.



  1. Also “beer” works in the above.

    mild stimulus? That’s just your immunity talking. Sends me off the wall.

    I would say coffee/beer is a drug for the masses, but that makes me sound like a raging communist.

    1. I don’t think it has a name…. or that you can strategically target it…. but when it happens it is usually a broader trend which isn’t the doing of one company or brand. Rather a general change in social patterns for which some type of activity or product facilitates.

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