No one would rent me a cafe in trendy New York neighborhoods, so I tried something risky. Now I have three coffee shops.
Entrepreneurs can be impatient. If we have a good idea, we want to realize it now. But I’ve learned that patience – taking the time to convince unruly clients, or to prove your concept to questionable investors – can produce a result that is much closer to your vision.
Courtesy of White Noise Coffee Company
Seven years ago I started opening a coffee shop in New York City. Having worked as a barista for a long time, I envisioned a cafe that treated coffee like a performance—the bar that doubles as a stage, where baristas would pull, weigh, and heat the shot of espresso to a precise temperature, telling the origin story of the beans. I wanted the sounds, smells and sights of the store to envelop every customer. I would call it White Noise Coffee Company.
