HeyJaredFLTR Paper
I combine 20 years of B2C and B2B marketing with my work in specialty coffee to share practical strategies that help coffee businesses grow.
- Indexed issues, last 90 days
- 12
- Latest publication
- Sep 29, 2026
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- Jul 7, 2026
Latest issues
The internet is dying (opens the original)
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The internet used to be a place where someone published something useful, and someone else visited their website to find it.AI is changing all of that.In March 2025, a Pew Research Center study analysed 68,879 Google searches made by 900 US adults. When an AI summary appeared, users clicked a standard search result just 8% of the time. And only 1% clicked a source cited in the AI answer.People still want information. But AI is making it so t
Your most popular social media post is doing nothing for your business (opens the original)
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Francis Beaumont lived in Shakespeare’s shadow. He was an English playwright who lived at the same time as Will. One of his best-known works is The Knight of the Burning Pestle, first performed around 1607.Inside the play is a character called Old Merrythought. He has spent his money, avoids his responsibilities and sings whenever life becomes difficult.His frustrated wife finally leaves him, saying:“Let him stay at home and sing for his supper.”And that’s where the expression “sing for your sup
What coffee can learn from a 291-year-old watchmaker (opens the original)
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For much of the twentieth century, accuracy was the way a Swiss watchmaker could prove its watches were better. They were the most accurate.Brands competed over it, measured it, entered movements into observatory competitions to prove it. And advertised it.<source type="image/we
Coffee awards reward the wrong things (opens the original)
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Coffee awards have enormous influence over our industry.They decide who gets recognised. They help baristas build careers. And they show the rest of us what excellence is supposed to look like.That last part is where I have a problem.Because once you decide what gets rewarded, you also decide what people spend their time learning.We train people to impress judgesBaristas spend months practising competition routines.They learn how to describe flavour. They perfect their latte art. They refine rec
This why you can’t build a business based on what customers say they want (opens the original)
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My sister is a lovely person. One of three I have. They’re all lovely.She’s also very conflict averse. Prefers to keep the peace rather than speak her mind. How she really feels is different from what she feels comfortable communicating. Customers are different in the sense that they are not uncomfortable communicating the minutiae of their wants and needs. They ask for more drinks, more food, longer opening hours and more alternatives.So the menu grows. More stock comes in. Preparation becomes
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