This production manager Arno I mentioned,” Freeman says, “he was the second barista I ever hired and he was a German literature major, and Goethe was a big thing for him. And I remember reading some of Doctor Faustus a while ago—you know, to get to know Arno better—and there is a great, great metaphor in it that I’ve been thinking about so much. It’s the prevailing metaphor of my last 18 months. In the book, Mephistopheles appears first in the guise of a poodle. Who could resist a poodle? So lovable, so cute.
The story about Blue Bottle Coffee growing into a real business, without losing their way. Or following the poodle, in this case.