Blue Bottle Coffee isn’t just coffee.

It’s a point of view.

Coffee should be made a specific way—not fast, not for everyone, and no burnt beans.

Sometime in 2011, I walked into my first Blue Bottle Coffee in Oakland.

The founder, James Freeman, had a clear belief:

→ Coffee should be treated like a craft. → You should know the beans source. → Roast lightly, don’t burn. → Brew at precise water temperatures.

At the time, this was radical.

For decades, Americans were drinking scorched Starbucks beans, assuming that’s how coffee was supposed to taste.

Starbucks and others were more concerned with “bring European drinks to the masses.”

Blue Bottle said: “We believe there’s a correct way to brew coffee.”

It’s their point of view.

I’ve been on teams with a strong POV. And teams without.

When you have it—deals move faster, customers become champions, and the internal energy is electric.

Without it? Everything is more difficult…and bland.

The immutable laws of marketing tell us:

• Be first – which is difficult
• If you can’t be first, be different

A point of view is how you become different.

Other frameworks, like The Challenger Sale, are also built on this:
→ Challenge
→ Teach
→ Take control

Stop selling features.

Start championing a belief.