There’s something about the pungent, roasted aroma that both comforts and invigorates. It’s hospitable and invites conversation. Coffee is the biggest off-screen social trend; the old-fashioned yet still trendy way of socializing - in person.
Coffee is at the heart of much of our social interaction. In fact, coffee shops have become what Howard Schultz (Starbucks’ CEO) describes as the “third place”; aside from your house and your office, it is the one locale in your neighbourhood where you feel at home. In place of the bartenders of “Cheers” fame, there are baristas, whipping up frothy, caffeinated concoctions.
Starbucks, and many other coffee chains, has outfitted its coffee houses with accessories and furnishings to encourage conversation and lingering get-togethers. Visit any café and you’ll find friends catching up, blind dates meeting, business deals closing, and candidates being interviewed for a job. These are significant transactions all happening because someone said “Let’s meet for coffee.”
Just the other day, I noticed a real estate agent perched in the leather arm chair next to me, having a latté with a client. They were signing the papers to complete the sale of a house. And the investment for that coffee house tête-à-tête was under $5.
Read the MarComPro’s Top 5 Tips for Great Coffee Talk.
[Author’s note: Not all coffee shops are created equal. I’ve yet to witness a business deal going down at a Tim Horton’s or a Dunkin’ Donuts. I’m just saying…!]
Have you noticed too that coffee (along with water) is the most-offered beverage in any business meeting? If you’re a guest in any office today, you’re sure to hear something along the lines of: “Welcome! Can I get you a coffee?”
Why, of course you can! But one caution if you are responsible for purchasing the coffee for your company: There is nothing worse than being handed a cup ‘o Joe that came from a coffee-o-matic vending machine. How disgraceful! No matter your business or engagement, always spring for good quality coffee (and tea).
Not to fear, you non-coffee-drinkers out there. There is survival in adaptation. In every urban coffee shop and office building today, you will find an assortment of herbal teas, fruit smoothies and vitamin waters.
So, whenever I start a new project, my first action is to sit down with a mug (or thermos!) of my favourite brew. It’s a great kick-off to a brainstorming session, project planning, or relationship-building. Good things begin with a great cup of coffee.
