James Hoffman posted a great article about the public’s perception of the value of coffee. As I see it, his general gist is that the coffee industry in general talks too much and does too little to raise the quality of the product.

This parallels a lot of conversations that I’ve been having recently about the business of architecture. Read the article, and especially this comment, as it’s very interesting - then read it again and try swapping architecture for coffee and see what you think.