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Nobody wanted to rent me a cafe in trendy New York, so I tried something risky. Now I have three cafes.

Entrepreneurs can be impatient. When we have a good idea, we want to make it happen now. But I’ve learned that patience — taking the time to convince reluctant clients or prove your concept to dodgy investors — can create an outcome that’s much more true to your vision.



Courtesy of White Noise Coffee Company

Seven years ago I started trying to open a cafe in New York. I had worked as a barista for a long time and imagined a cafe that treated coffee like a performance – the bar acting as a stage, where baristas would pull the shot of espresso, weigh it, and heat it to a precise temperature, while saying the origin story of beans. I wanted the sounds, smells and sights of the store to envelop each customer. I would call it White Noise Coffee Company.

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Post expires at 8:36pm on Monday December 5th, 2022