I love coffee! I love people! … and I also appreciate success that is hard earned. There are plenty of ‘average’ cafes and coffee shops. You know the type. You go once or twice but there was just not enough in the cup or the cake or customer service to bring you back. There then are the elite enterprises where people queue for their favorite coffee or cake. Now you could take years like I did to find out what works and what doesn’t, and why? Or, you could buy the book and fast-track your success in a very competitive industry.