Aim For The Heart

Journalist Cal Fussman once had the opportunity to interview the then head of the USSR, Mikhail Gorbachev. Cal only had a few minutes of Gorbachev’s tightly scheduled time. Instead of asking the obvious question about world politics, Ronald Reagan, or perestroika, Cal aimed for the heart. The first question Cal asked was, “what is the best lesson your father ever taught you?”

As Cal recalls, upon hearing the question, Gorbachev was pleasantly surprised. He looked up to the ceiling for a quiet moment and then shared a powerful story about his father. What ensued was a ranging 30-minute conversation and one of the more insightful portrayals of the Soviet leader.

Our mission at Craftwork Coffee Co. Is to create places where people feel generously seen. One thing I love and admire about our baristas is how they ask questions that make our customers feel seen. They go for the heart.

I have a few meetings this week with real estate developer and owner partners about how Craftwork can help drive NOI and create asset value. But before we get into that detail, I am going to first aim for the heart with my partner friends.

When we aim for the heart, we see the best of those we talk to. Aim well this week, friends.

Trevor