I like that.
We can be so caught up with the newest thing that we take for granted the more important things.
It is easy to derive satisfaction from constant change to newer, fast, more accurate etc.
But I wonder whether or not we are losing our ability to find satisfaction in, or to feel that we have achieved something great by, the simplicity of the 3rd place interactions that make our jobs possible...?
In a way...maybe trends in our industry exist as a sort of test. To see whether or not we are secure with the decisions we have made in the past or whether we will second guess ourselves and let trends dictate all we do.
We want the consumer to know a lot about the coffee...we can over burden them with information and turn what was a relaxing afternoon cup into a dreaded lecture on origins etc.
There is a fine line between graceful education that fascinates, and tactless lecturing that irritates.
I believe in the future we (as a larger industry) will become more natural educators thus allowing for a more relaxed atmosphere of coffee enlightenment that does not come out so forced and awkward.
And bringing back a balance between being concerned with the customers experience in total rather than their education.
Lots of shops I go to do not seem as texturally warm or relevant to the beverage they are serving. More museum style shops where hushed tones are forced because nobody wants to be responsible for the clanging echo of their voice bouncing of the bare walls and hard floors.
Are we so concerned with the education of the masses that we are forgetting about hospitality?
I don't believe educating the customer matters nearly as much as educating ourselves.
In the future...I hope we see a resurgence in shops that are warming and comforting. Inviting spaces that are as comfortable as a living room but that create truly excellent coffee as well.
To borrow a quote from St Francis of Assisi and adapt it to our industry:
"Preach the -Coffee-gospel at all times...and when necessary, use words."