Back in my corporate sports marketing days, I remember going out to coffee with a client and not ordering coffee.
This was a very big deal for me at the time. Because for years — decades, even — coffee was my thing.
Coffee was life.
In fact, I even thought people who didn’t drink coffee were kind of weird in some way. You know — off.
Tea-drinkers, I thought. Yawn.
They weren’t coffee-drinkers like me and others in my java-fueled tribe — people who were obviously cool and driven and hardcore.