A Life Lesson
“Coffee should be black as Hell, strong as death, and sweet as love.” – Unknown
Chances are that you learned to love good coffee if you were in the service. I remember what seems like thousands of Army mornings (and afternoons and evenings) when I’d be exhausted, filthy (and occasionally a bit cold), where I’d search out the nearest source of the nectar of the gods to help keep me going. Coffee was comforting and functional. It helped to get your head on straight. It’s still a big part of my morning ritual.
This Just Happened Yesterday
Last evening as I made my daily trip to Walmart (hey, don’t judge), I was strolling down the coffee aisle, and it turned into a trip down memory lane. In 2012, I had the itch to start a business, and after much deliberation, I decided on hypercaffeinated coffee. Energy drinks were beginning to take off, and I had a friend that was a well-respected international coffee merchant. As I researched, I stumbled upon a couple of like-minded guys. One was a fellow former soldier like me by the name of Evan Hafer. The other one of note was Mike Brown. If I recall correctly, Mike had just sold his house and moved back in with his mom as a cost-savings measure as he was experimenting with roasts and trying to get his coffee company going.
Evan’s business, Black Rifle Coffee Company, went public for $1.7 billion not too long ago and is featured prominently in Walmart and any other grocery store you shop at. We’re not talking about him today. Mike Brown went on to develop a hypercaffeinated blend he calls “Death Wish.” I had to smile a little bit when I saw Evan and Mike’s products prominently featured, one above the other, in the coffee section during my grocery run. As glad as I am for their success, I was more than a little disappointed in myself because back in 2012, I launched my hypercaffeinated coffee brand, Top Fuel Coffee, and it was good. Damn good. We got off to a fine start, and then, for many reasons I won’t get into today, I did something totally out of character. I quit. Today, Mike and Evan are millionaires many times over, and I’m here doing coffee reviews for SOFREP. Kids, never, ever quit at anything you believe in. Ever. Ok, I will now step down from my soapbox.