This was not the episode I intended to share.



My guest today is James Hoffmann, the 2007 World Barista Champion, co-founder of Square Mile Coffee in London, author of the book The World Atlas of Coffee, YouTuber, and overall one of coffee's most recognizable superstars. James has been on other shows. He's been interviewed a hundred times and honestly, I wasn't super interested in having the same conversation with him as I've heard on other platforms.



I almost didn't have him on the show, but when I started talking to James—we had emailed a few times before we recorded—something strange kind of happened. James talked to me like no other guest ever has. He kept asking for my opinions and I gave them to him. I sort of realized as folks making media in the coffee industry we have a lot in common—and share a lot of the same struggles.



This episode is an interesting dialogue exploring how you build on something like a particular moment. Maybe you make it into a career, maybe not. But there's also this tension with what you do with something that was so pivotal to your life—like winning the World Barista Championship—after over a decade of trying new things and finding what works and what doesn't. The struggle is never over, and we talk about ideas of perception versus reality, especially when you live a public life and folks have ideas already formed about you. We also talk like, a lot, about money and in general just kind of touch upon what it's like being human. So I'm going to keep it as is, without interruption. I hope you enjoy.