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C Illustration / Hanna Liu

I always thought “bizarre” was a bizarre word in En-
glish. It rolls off the tongue with an intriguing twist. Think-
ing about the word “bizarre” in the context of the coffee
industry led me to contemplate the intricate tapestry of
narratives woven by coffee entrepreneurs who have em-
braced the unconventional. Soon I found out that the term
“bizarre” and “unconventional” resonate not as a limitation
THE SECRET
but as a catalyst for innovation and success.
In the pages that follow, we’ll venture beyond the
customary narratives, delving into the extraordinary and
unconventional business models that are reshaping the
landscape of the coffee industry. Words like “bizarre”,
“unconventional”, and “unique”, serve as a compass, guid-
ing us through the extraordinary stories of coffee entre-
preneurs who have dared to defy the standard narratives.

Crafting

Unconventional

Narratives
for Success

IN

G
REDIENT

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