Being efficient is focusing on what matters. Sounds obvious right? Yet every day we are drowning in the details and unnecessary tasks that distract us from what will make the difference in 3, 5 or 10 years (look back to convince yourself …). A good way to sort matters is to take a break.

And when it comes to taking a break, we often think “coffee break” and what’s interesting is that this is something we do automatically, we are oblivious that coffee was invented by a small group of individuals for their own consumption. Today, coffee is fashionable. Friends meet over it. ‘Let’s go for coffee.’ ‘Come over for coffee.’ It’s possible to drink it literally anywhere.

We discover the creation of a coffee producers’ association on the entire American continent. Created to address the drop in consumption and using huge budgets and sociologists to give the world the taste and need for coffee to a level never ever achieved before.

They used the factory workers scheduled work breaks, renamed them ‘coffee breaks’ in their advertising and after one year, an astounding 80% of companies that granted the work break had renamed it “coffee break.” Advertising campaigns dealt with topics such as “How to make good coffee,” “More coffee in our coffee” to fight against the watering down of coffee and educate consumers on what a “good” coffee is.

Source: Esprit Riche, Michael Ferrari