Brad Costanzo

She's got a, she loves coffee.

She's a coffee connoisseur.

And on our honeymoon, we were just talking about, well, if she was going to do something else.

And in addition to what would she want to do?

And it kind of came up, well, what if we sold coffee?

I was like, you mean coffee shop?

I was like, hell no.

Not unless I'm putting my office in there.

But, uh, so, you know, let's, um,

Let's create a brand of coffee.

Now, the problem with this is coffee is a commodity and it's highly competitive and it's homogenized.

Like, you know, unless you're a Starbucks, a Pete's or one of these other really big brands, it's hard to get noticed.

So we kind of had the idea and I go, how would you get noticed?

What would we do?

And she said something absolutely brilliant, which I give her credit for because she's not a marketer.

She said, why don't we sell coffee to women?

And I go, okay, wait a minute.

Then I started to think about it.

If you've ever read any Eugene Schwartz, the five degrees of market sophistication, right?

This is the fifth level of market sophistication.