There’s a guy across the street from the office who runs a small coffee cart down near the grease trucks at the corner of Park and Alder. At his cart this guy sells coffee, that’s it. No scones, or muffins or fat-saturated yeasted treats. Just straight up coffee.

I see this guy daily as he rides the 15 with me downtown and sets up shop about the same time I get to my desk each morning. On my first day of work a few months ago I walked across the street to quash my morning fix and see this guy shellacked in a wool blanket from head to toe optimistically waiting for the next customer to plunk down a dollar or two for a quick cup of joe. So my first thought was that its gotta suck to be standing out here in 15 degree rain selling coffee… let me see what he’s up to, and so I curiously go check out his stash…

When I walked up to him he greeted me warmly, asked how my morning was going and then started to tell me about the special coffee he was selling that day. Once upon a time it used to drive me crazy when people in any commerce situation did more than just take my money, stick whatever I’m buying into a bag and send me off on my way, esp. at 8 o’clock in the morning. When I first arrived on the west coast it took me a while to realize that people out here just like to be friendly and talk. Whether about their feelings or your feelings or any number of topics that could otherwise be construed as pointless banter when you’re out just trying to score a hot dog and get back to work.

Yet, on that cold wet morning back in February I stood there in the rain while this man told me all about this special African blend he just got in the night before. Like many people I know, coffee is not something I give very much thought to. I personally just like it hot and not tasting like it just came off a campfire. Past that you could say I’m pretty easy to please, but then again I’m part of a generation who woke up to the fresh snap of Maxwell House as a kid, so this man speaking so eloquently about his trade seemed naturally something I should give a lean in and listen to.

While it was interesting that he knew where the beans were from, how he had come to learn of them, how they were different from the brew du jour yesterday and so forth, what really caught my rapt attention was the way he shared this knowledge with me. There was something in the way he talked to me so that no matter how much of a hurry I might have been in, I simply couldn’t let myself ignore what he was saying.

When I think of the people I have met in life whom I regard as the most successful, that is those whom I feel are genuinely happy with themselves and feel well-respected, I tend to think of their character before any specific talents of accomplishments they may have achieved. It’s part of that ‘how did he/she get there’ question I often ask myself about the people I look up to.

I just got back a few minutes ago from visiting my friend across the street who today is selling a freshly brewed Ethiopian Yirgacheffe for those of you interested. As he did the first day I met him, he told me today of the origin of this specific bean, how it is grown differently than other beans in the area and so forth and just like he did on that cold day in February, he spoke to me with the same genuine sense of warmth and passion about his beans that has kept me coming back every day for four months now.

I realize now that what keeps drawing me back to him, outside of what is simply a damn good cup of coffee, is this man’s tone and manner of elucidating on his trade. While it’s immensely important to be passionate in what you do, it is equally important in how you express that passion to other people. While the coffee is good, what really keeps me coming back is the feeling that this guy is taking care of me. He is so genuinely passionate about his beans that I’m convinced I’m getting the best cup of coffee in the city. It’s this belief and trust I have that in the world of coffee, this man knows what is right and his story, tone and personality make it feel as so.

And for a guy who would otherwise be happy with Maxwell House, this comforting feeling of ‘being taken care of’ is contagious enough to keep me coming back for more.

There is an excellent article here that extends this point into the agency space and talks about the value of who we are over what we do. At the end of the day what we really are selling to others is our belief in ourselves. It doesn’t matter if you’re a mechanic, a flash developer or a guy out there selling coffee. If you know that what you are creating is good, honest and serves some fundamental purpose to the benefit of your fellow man, people will stand up in line for a piece of it, even in the frigid February rain.