Transcription
By the way, kids, don't watch that. Seriously, take up crack or something. No, no, no. Seriously, it'll be cheaper in the long term because if you get into James Hoffman videos, the next thing you know is you're ordering a 2,000 grinder where the burs are like massaged by Lithuanian nuns.
James Hoffman is the, he was, I think, world barista champion, and he's one of these absolute coffee influencer gurus. And it's incredibly compelling. It's absolutely fascinating.
I was talking about this about the power of influencer marketing, which is those people are highly credible because they have reputational skin in the game. In other words, this isn't the influencer marketing where you pay someone irrelevant who happens to be famous to talk about something. This is where fundamentally two things, okay, which make it a reliable source of recommendation. One of which is they have skin in the game. Secondly, you know that in amongst their audience are people more expert than you.
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