Startup

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Chapter 1 | Setting the Stage Another great example of buy-in and resonance can be seen in San Francisco with Blue Bottle Coffee Company. It is an immensely popular coffee business, in an already crowded market. Even with Starbucks and numerous other options available in the marketplace, the 30-minute line of devoted coffee drinkers queued up every morning stands as a literal testament to the resonance the company created. Where did this resonance come from? A high-quality product, delivered in a way that people want. “It's really about an appreciation for unnecessary beauty,” founder James Freeman says, “and a willingness...

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