Green Goes All the Way

Ellwood Thompson's has always been a forerunner in the organic/green movement, but their newest venture forays into the world of coffee with Ellwood's Coffee: A community place. The building has recycled materials (including these old road signs as outdoor table tops - GREAT idea), two flush toilet options (with one pushing half as much water as the usual - and other - option). Best of all the commitment to great coffee and cafe product that still includes organics. This was definitely a risk venture for owner Rick Hood, but the product is right and his community is very much a devoted and smart following that will only build on what he has created. What we love? The coffee for sure. But also the vision and commitment in raising the stakes with better bank-rolled competitors (like Starbucks, Trader Joe's and Whole Foods) closing in.

Courage in Marketing

Try failing just once. See how bad you could actually produce something that is destined to be completely UNsafe. Just to see if it would work. Give it one honest run. Go as far outside of your boundary as you can to see if you hit a new mark - one you didn't even know existed.

Certainly, there are risk involved. But there are risk involved in not taking the chance. Like you stay where you are. It takes courage to stand out.