My WBC Winning Routine: Analysis, Tips, Tricks & Stories

Note: I discuss using tobacco as an ingredient. It is important that you treat it with great care, as it is a potential health risk to your guests...
Watching back my performance from 2007 and sharing some of the ideas behind it, some tips for competing that I think are valuable, and also laughing at my hair.
There's some copyright restricted music in there, and if people want i can post the list of tracks used as my music. Let me know in the comments!
Links:
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My Book: geni.us/atlasof...
Limited Edition Merch: www.tenshundre...
Instagram: / jimseven
Twitter: / jimseven
My coffee kit (studio): kit.co/jimseve...
My video kit: kit.co/jimseve...

[@joejoebeefcraft]

"Always make sure to pack extra glassware" Ok James, I'll make sure to pack extra glassware when I compete for the world barista championships.

[@mariosavva999]

🤣🤣 this had me laughing so hard haha 🤣🤣🤣

[@myname7021]

best comment 😂

[@christopheranderson3694]

@@myname7021 worst comment

[@Sambroke]

He literally said at the beginning of the video that it's intended to help people who may be competing. The video isn't for you

[@myname7021]

@@Sambroke Some people don't have a sense of humor. You must be one of those who downvote Hames Joffmans videos too.... :(

[@yourfamilydocter]

this has to be is the single most niche video i've ever watched

[@edgarm6017]

Just wait til James goes shopping for sneakers with complex

[@Sieffy13]

When I see the abbreviation WBC, I think of the World Boxing Council

[@JunkFood99]

Would disagree, the way he describes the bigger picture, the mentality and choosing were to focus is valid in so many case.

[@yourfamilydocter]

​@@JunkFood99 thank you for correcting me!

[@trenton6219]

Legit didn't know this was a thing. Thankyou 2am discovery, I have not been disappointed

[@dlldll]

This is how I speak serving a Nespresso to my crew.

[@AHamed_FLB]

😂😂😂

[@racylaserjet]

Facts. Man this is me making coffee at the office with my Mr. Coffee. At least it has a pump! Don't judge me! 😂

[@Ramash440]

He looked like he was 15 back then yet he still had the same deep voice. The mystery of his aging process truly is something.

[@aayushnepal5223]

Coffee.. duhh.. have u been even paying attention?

[@Marshbam00]

He was in his mid-late 20s ☕️

[@varunprasadathi1161]

@@Marshbam00 wait so how old is James now?

[@Marshbam00]

@@varunprasadathi1161 40 according to Google

[@onechristwoncity]

How did his hair change so much?

[@BenHelmsCreative]

James: I kept telling them to “enjoy” it but that kind of thing doesn’t work. Also James: The judges didn’t remember much of my performance, only that they “enjoyed” it. 😂

[@DogeMultiverse]

he is using nlp on you

[@shallowabyss515]

​@@PartyhatRS Neuro Linguistic Programming. Basically trying to convince you to think/feel a certain way based on speaking techniques like emphasis and repetition. I have no impression of whether the field is actually BS or not.

[@BruderSeth]

@@shallowabyss515 it is.

[@melandor0]

@@BruderSeth bs or not?

[@BruderSeth]

@@melandor0 it's bs, has no scientific basis

[@CAOP24]

I wanna see an anime adaption of the World Barista Championship with James Hoffmann as the protagonist

[@CTOOFBOOGLE]

Pretty much just food wars with more fan service is what I’m thinking.

[@takeshii]

antagonist* LOL

[@dovidiamond7147]

Yeeooow would I love that :D

[@dzenisalickovic5868]

This is the best comment i never thought i would see in my wildest dreams XD

[@DarkSearinoX2]

something like "Coffee wars!" or something

[@confusedwhale]

All the judges really remembered was that they "enjoyed" it... I guess your imprinting worked.

[@moose1689]

Derren Brown of baristas.

[@renatocipriani93]

FUCK YEAH YOU'RE RIGHT!

[@joeyt8643]

That, and the incredibly careful, detailed, and creative routine, haha.

[@xiutie]

I- I didn’t even know he used to compete.. I thought he just REALLY liked coffee.. I have even more respect for this guy now!

[@natfingerboard]

I used to feel like this guy was really pretentious about coffee, but after seeing his story I think he has earned his way.

[@FromBottomToTop]

Its not just that he competed, he even won the Championship in 2007 although there’s so many things he criticizes about his performance.

[@willinwoods]

He drinks coffee and he knows things. That's what he does.

[@weeverob]

so true, thought he was just a coffee nerd who dug equipment

[@aayushnepal5223]

Same here

[@sanamsingh3297]

My biggest fear in life is having to make James Hoffman a cup of coffee

[@Sarge92]

why? what do you think will happen? do you think hell mock and debase you and tell you every way in which you have sinned against humanity and why you shall forever be cursed? id wager if hes like anyone else in a informal setting hed simply taste what you have given him perhaps pause to understand whats wrong then proceed to give you tips and guidance on what you did wrong and how you can do better and what you could have done different believe it or not gordon ramsay is the same yes he looks like a hard ass but understand the situations hes in hells kitchen: working with a bunch of cheffs who are supposed to be proffresionals and are making stupid mistakes they KNOW better than to make ramsays kitchen nightmares: working with people who think they can serve bad meals and charge the public for it making a disgrace of his industry now go watch ramsay in a show where hes dealing with novices he often doesent scream at them hes understanding hes nurturing becaus ehe doesent expect them to know how a duck sauce should be seasoned or how to cook a perfect steak they dont know and they dont pretend they know or come off as arogant and full of themselves so he imparts his wisdom

[@jm-bn9sy]

i would make him some burnt nescafe instant coffee

[@typhoontyph]

ITS BURNT YOU DONKEY This ain’t gonna happen but if it did it would be funny

[@shahbiffin9914]

I made him a coffee once and only learnt who he was after he had gone.

[@iaJENKA]

@@jm-bn9sy yeah lukewarm, he said himself it's good to do the unexpected.

[@loquatmuncher]

There are a lot of nuggets of info in this that are applicable to situations outside of barista comps. 1. know the rules and how to bend them 2. know your audience's expectations and how to pleasantly subvert them 3. commonplace themes or ingredients can be creative if used properly 4. people remember how you made them feel more than anything else 5. let your character shine through. People like it when you're unapologetically yourself. 6. word choice can set the mood for your audience and prime them for a better experience 7. things usually don't go the way you plan. Keep calm and roll with the punches. 8. have a plan B. Come with spare parts. 9. Have empathy for your audience. Put yourself in their shoes. 10. too much caffeine makes nervousness worse. 11. If you train with a handicap or under sub optimal conditions, you'll do well on game day.

[@djrt8179]

You forgot hide tobacco in food you cook so people like it more.

[@Fielder5757]

I'm using at least half of these tips for my next shooting competition. Something totally unrelatable to coffee but competition is competition.

[@tomwatson9178]

Well said. Sure, WBC is a pretty niche thing, but all pressured situations share similarities, and life is full of those.

[@joshuarace9078]

Yes. This is a masterclass in presentation and competition theater. So good.

[@leticiacampos1044]

@@GHRTVids I don't do well with people looking over my shoulders

[@BruceVChiarelli]

Holy crap, that was you! I remember taking a translation test back in 2010. The text was a set of unpublished tasting notes from one of the judges, in Hungarian, to be back-translated into English. I still remember it as one of the most interesting, unusual texts I've ever read (especially as a technical translator with no culinary background). I've been watching your videos for months now, and I just now put two and two together.

[@ReNeyer]

That sounds like an amazing exam.

[@noahcole6622]

What a brilliant translation exam.

[@stuiesmb]

This might be the greatest instance of serendipity I’ve ever heard.

[@nat9303]

What did the judge say?

[@RonaiHenrik]

Wait you are an English / Hungarian translator? How did that happen? Also, was one of these judges Hungarian? Or why was the text in Hungarian in the first place?

[@nerdsomnia]

Won't remember the content of this video in a few years, but will definitely remember enjoying it.

[@trupteebanerjee7094]

This comment deserves more likes

[@jrequejo1]

I find it amazing that so many of James' followers, including myself, had no idea that he was a world barista champion. Despite not knowing this, we have all enjoyed the way James approaches his reviews, recommendations, etc in a consistent manner, trusting him based on his know-how rather than being biased by his paper credentials. This is for me like passing a "blind test" of coffee enjoyment.

[@nadahalli]

Under-rated comment.

[@ifyouloveChristyouwillobeyhim]

Well said.

[@solhsa]

After winning, you never stop being a barista champion.

[@LeoLerena]

"People compete without reading every single rule, and I think that's insane!" Love his proffesionalism and dedication to his trade.

[@EBBsk8Norge]

James was on that single estate buzz way before everyone else.. a true barista hipster

[@hshooker5761]

I have to disagree. To me a hipster is a non-conformist trying ironically to be just like all the other ironic hipster non-conformists. A true non-conformist walks to the beat of his own drummer and that's what I enjoy about this channel.

[@jas_bataille]

@@hshooker5761 Well fucking said

[@atticustay1]

Not hipster

[@rawcod6359]

It honestly annoys me when people say this is a "hipster" thing. This has been going on for years. People compete in baking and cooking. I dont see how this is different. Theres legit talent that comes into making a good ass cup of coffee.

[@keuwlcat1319]

ok zoomer

[@keuwlcat1319]

ok zoomer

[@rawcod6359]

@@keuwlcat1319 im a millennial.

[@keuwlcat1319]

@@rawcod6359 ew

[@treygilmore7978]

RAW COD I agree with ya. It’s not a hipster thing. The over pretentious people needing to put everything in a defined category are the hipsters IMO🤣 Great coffee is simply that great coffee

[@Macca-95]

I don't even drink coffee, how have I watched about ten of this gentleman's videos today?

[@Flumphinator]

It's psychologically comforting to watch someone do something that they're very good at, even if you don't know anything about that thing. Skill and confidence is reassuring. For instance, I watch videos about machining and manufacturing all the time, despite having very little related practical knowledge. Abom79, oxtoolco, Clickspring, and Keith Fenner are fascinating, even if you have no Earthly clue what they're doing or saying. They know, so you don't have to. And that makes you feel good.

[@UwU-uv6io]

his critical humour

[@gabrielluis2594]

Boris Erdogan don't be a dickhead all because he doesnt drink coffee, everyone has their own tastes and preferences

[@jhauer9065]

It’s the voice - highly addictive

[@jessicajaynenc1202]

@@jhauer9065 I wholeheartedly agree

[@EBBsk8Norge]

I really *ENJOYED* this

[@shaolinotter]

"Practice making mistakes" is great advice for any sort of competition.

[@zomerkoninkjes]

Fun fact: blackcurrant was actually banned in the Usa for a long time because apparently it produced a fungus that damaged pine trees, which would be devastating for the logging industry. And still blackcurrant is really uncommon in the us. That’s why in Europe we have blackcurrant flavoured candies and in the USA those same candies would have grape flavour (for example fruittella/starburst). And it’s also why the judges didn’t know what blackcurrant was!

[@dd776]

Wow, never knew that. I was aware of grape being popular there, but never looked into why.Thank you!

[@pedrotrilla1442]

Mr. Hoffman, I enjoyed this presentation as well as the one I saw in Bern during the 2006 WBC. I was the national champion for Puerto Rico at the time. Thank you for your dedication and inspiration. I saw Jose Arreola in the background. We are with him this weekend in PR for the National CIGS and the National Latte Art Championships.

[@rays5163]

His last name is Arreola? Rough.

[@CrocodileJock]

A master class in communication, both in the competition, and the commentary. It's never entirely what you say to people, it's the way you make them feel!

[@JJdakilla]

Tbf some of it comes naturally when you're British

[@madmadpussymonster]

@@JJdakilla I think thats it Honestly a true gentleman

[@piercepickrell9629]

@@JJdakilla Tbf you are dead wrong, chivalry has been gone in the UK for a long time now

[@johnelder150]

"The rules have changed ..." Yes, it seems like your antics broke the competition so badly they had to come up with new rules!!! ;-) I loved the story. Thanks!

[@LukeBurkholderPhD]

I thought this would be a silly, but you made it really insightful. And be generous to your ten-years-ago self. He did eventually turn out alright, you know.

[@DeadFishFactory]

You can see why he was the world champ. He takes bold risks. He knows the rules. He knows how to bend them. He exudes class and professionalism. It's like every rule change or introduction for the next year's competition was because of him.

[@enado18]

I'd like to see your go-to home routine, i.e. what you make in the morning most of the time.

[@azteacher26]

Probably Folgers on a black and decker drip with a Styrofoam cup.

[@giorgosvita7741]

Nescafe in microwaved water

[@Jalliams]

Coffee bags, lukewarm water, steep overnight for best results

[@andybaldman]

He chugs a bottle of clear coffee beverage.

[@devmartin7427]

Thomas Coffee Milk and Cheerios

[@gravelrhoads]

The video that brought me here to this video was the unedited video of your performance. My biggest take away from your presentation was that you seemed to really enjoy serving the judges and informing them of your coffee choices. I love situations like that. I've fallen down a rabbit hole of your channel lately. So much so that I've purchased my first hand grinder and a V60. I've been doing old school pour over for years after moving from French press and I'm enjoying my new morning routine. Thank you, sir.

[@laitentierdotcom]

i think about this video often because it has tremendously impacted how i approach going to work as a barista in specialty coffee. customers aren’t world class coffee judges, but they are the ones responsible for keeping the cafe where i work in business. i have found that the more patient and encouraging that i am, the more i can help someone have an enjoyable experience, even if they don’t necessarily love their drink. the tip about having empathy for your judges, as well as keeping in mind reasonable taste vocabulary, is a big part of how i interact with customers at my job, and it’s really made what was previously just another job to help me with my music career into something worth getting up early in the morning to do

[@dvklaveren]

When I competed for business pitches, I did exactly as you recommend here. I looked for the gray areas in the rules. You're supposed to give your pitch in X minutes and then answer questions for Y minutes, so what I did was I set up exactly the questions I wanted the audience to ask in my Y minutes, so I could then practice those questions and effectively spend the Y minutes to extend my pitch. Not in a way that would violate the spirit of the rules, but in a way that it would give the audience a breather from a fairly intense and loaded business case. Questions are a primer; Which is to say, it piques the interest because the audience now feels a new arc of tension that you can use to grab their attention again. So after you've already told a great pitch, the audience question gives you an opportunity to show off that you know your stuff and that is itself the story that you're trying to sell. So I deliberately left information out of the pitch that I knew I would be asked and then let the audience ask the question so I could answer it in a way that was more entertaining than if I just soullessly read up numbers. I made about 10,000 dollars across two competitions that way. Always read the rules, try to find how to get to the minimum of those rules with the least amount of effort and then use whatever time you have left to lay it on thicker and thicker that you're winning material.

[@ranty13]

Hey the neurolinguistic thing works! Here in France, the waiter always offers the wine with complementary words like "Precious. Full-bodied. Etc." They have even conducted blind taste tests of very expensive wines introduced vulgarly against cheap wines introduced with complementary words, and people always admit that the cheap wine tasted better! The taste is in the brain! Well done!

[@drygordspellweaver8761]

Maybe the cheap wine really did taste better though 😉

[@LikeWhatYouLikeMusic]

Mr. Hoffman, I think that you have an amazing opportunity to create some great specialty coffee content. These types of videos are unique and very much needed in our industry. Please continue knowing you have my support!

[@jonathanhillis638]

Dude go be a Patreon of James!

[@yiyunyves]

Thank you for making this video, and taking us a trip down your memory lane at the competition. As an aspiring orchestral conductor, I am humbled - even moved - by the knowledge and insights you shared, for they resonate with my take on what I do with music for people. I really enjoyed your sharing on using descriptors, practise making mistakes (!), and the often misconstrued conception of creativity. Having been introduced to specialty coffee since November 2018, the experience of making, tasting, judging and enjoying the coffee have helped me realise and manage my subconscious fears, insecurities and hesitancy; all of that as a result of one's daily ritual of making Aeropress coffee. I can only imagine how much perseverance, discipline and deep reflection baristas like you have made as you continue to shape your craft. Thank you for taking time to read my comment, and keep making these videos. Take care and all the best! P.S. I've read your World Atlas of Coffee book too - would love to try Yunan coffee someday!

[@NikkLiberos]

I must say: as a linguistics nerd, I am thoroughly impressed with the fact that you are into neurolinguistics.

[@willyvee]

Not to be rude but James said he tried NLP, which is a pseudoscientific influencing method.

[@NikkLiberos]

@@willyvee I am aware, but still impressive. By tbe way, this times prove that language awareness is quite more important than one may think, though.

[@jm-bn9sy]

well when a competition involved words so heavily as other aspect, its almost essential

[@spamcan9208]

Sometimes I'm hyper aware of word choice for things that don't really matter and I don't know why. I'm also surprised that people don't realize how much changing a word can change your perception of something. I'm guessing it's something people in advertising is aware of. And now I have something to look up: neurolinguistics.

[@felixarbable]

@@NikkLiberos in the uk there was a famous magician at the time he mentioned that was very popular and would try allot of these tricks

[@imlatteagain]

10:35 To think that James found (or should I say made?) a loophole which eventually gave way to competitors in the following years. You could almost say James walked so others could run 👏🏼

[@pgsahlman]

James you were just as articulate 10 years ago as you are now. A pleasure to listen to you, video after video.

[@burper-oe6tm]

I feel like over the years James’ appearance adapted to match his voice

[@MissOrganik]

You are, single-handedly, the best story teller! Your eloquence and accent are as smooth as the espressos you serve. I love this channel!

[@Snowynz]

Why am I watching this? I enjoyed it though.

[@ranvaknin6814]

James: "I used to look ridiculous, the hair the glasses, the lot." Also James: *wears glasses made out of red gummy bears*

[@subtleknife1]

His glasses are fire

[@RoryStarr]

That's the thing about being fashionable: you will eventually look ridiculous. The faux hawk was a thing in that era. I had one too.

[@pioneer_1148]

a) the glasses look fine to me b) old James looks like the nerd out of a 70s movie

[@Mekchanoid]

Those glasses are from a ridiculously exclusive (but not necessarily very good) London hipster shop that insists on having a website where every single item is sold out. We joke that it can get your address from your IP and if it's in an oligarch-free zone, it pretends to be sold out. Much like the Chelsea stores that only let people in by appointment.

[@matthewadamsdk]

This is actually a very illuminating video to watch as a college teacher (maths & physics for my sake). The importance of establishing an empathetic connection with your students in order to let the concepts and workflows of your subject "suffuse" into their own mind and imagination can't be overstated. One might think that the logic of maths and the phenomenology of physics would be enough in its own right, but it's the students *perception* of logic and the students *experience* of physical phenomena that counts - which I'm guessing corresponds to the judges experience of what your coffee tasted like. Doesn't matter if you're a teacher, a barista or a magician, you gotta work your audience. 😉

[@ck6285]

Best comment ever!🎉

[@StuartWoodwardJP]

Even for people who are not coffee geeks, this is a masterclass in preparation and presentation. The NLP aspect was interesting. I wouldn’t even have picked it up. It’s a great model for how to use language in a competition like this, where you are using your presentation skills as a vehicle to enhance the experience of the product, in this case coffee, that you are presenting.

[@wsurfn]

I always really enjoy your analytical thought and insight even more than the actual coffee content on this channel. I am confident with your intellectual talent, you would have been very successful at so many different subjects. Your current success in this industry is not an accident. Lucky for us, you graciously share your passion for coffee. Please continue, and thank you.

[@jacquesdemolay5171]

It's like a proud father watching his son...except it's him! Nice breakdown. Thanks for sharing.

[@igottmituns]

Coming back to this as shortly after the 2022 WBC and as I prepare for an interview...this was both entertaining and helpful. Thank you as always, James.

[@telanos2492]

This was fascinating to watch. Some life lessons on how to be successful, that I thought were eloquently highlighted: - Think about how you make people feel. You want to make people feel good. - Tailor your communication to your audience. - Understand the context in which they (your audience) make decisions, and give them every opportunity/remove any obstacles to making the decisions you want. - Tell compelling stories to influence your target audience. - Engage with the audience, and know how you're influencing their expectations. - Surround yourself with a great team. It might just be you in the spotlight in the finals, but a great team is will be immensely helpful (essential?) getting you there. - Really understand the environment you're operating in. Know the rules, how they're applied, where there is room for interpretation, and what this means for what you need to/can do. - At the highest levels, be intentional about everything, and ensure every action is optimised. - Know your craft, and don't be afraid to put your own spin on things. - Practice everything. This includes practicing how to recover from mistakes. - Come prepared. If something critical can break, have backups available.

[@ehnathanael]

Very good notes, thank you for sharing!

[@Mrjmjam]

I studied gastronomy in college (Mexico) and i've been a cook and chef in different places for the last 2 years. I now see why I like your videos so much. The way you approach and think about coffee. Even though I studied for years to get my Gastronomy degree, i'd say more than half of things I know now were self taught. Mixed in with all of my influences, Blumenthal and Chefsteps have been a great part of how I think about food now. A curious connection.

[@aldozilli1293]

For a Mexican your written English is absolutely perfect. Hablo el español desde hace muchos años entonces es interesante ver a un Mexicano escribir asi. No hubiese reconocido que eres extranjero.

[@davidlamb75]

Many years ago, I performed in a national "walkaround" competition for Subaru of America. The essence of this is very much what you just demonstrated as a barista, except, that instead of preparing and serving them drinks, I was judged on how much information I was able to convey about the car and how much excitement I could generate with the question to be answered: Would you buy this car from this person right now? I took first runner up (second place). The reason I took second and not first was a point that you illustrated beautifully. The judges didn't remember details about your performance, just that they really liked it. As I watched the winning performance at the award banquet, I recall a very strong sense that the reason this salesman won was not because his performance was technically excellent (which it was), but because he engaged the judges by asking them a question which he then proceeded to answer. I came away watching that performance understanding that his performance was clearly better than mine in that he engaged much better. Mine wasn't any less detailed, any less eloquent (note: nervous as a cat on a hot tin roof that has just been struck by lightning...settle on that mental picture for a second)...but his was memorable. I remember walking over to him and taking his hand and raising it up and lead a standing ovation, because it was that good. Point: You don't have to be perfect. You do have to be remembered for making people feel like they are the only people on the planet. Nicely done!

[@cegentry]

Had no idea this world existed. Buying my Breville Barista Touch has opened up a whole new world to me. Best of all it has opened up coffee better than I had been buying at Starbucks for much less money. Who knew coffee could be exciting? Everything about this performance screams intelligence to me. I have no idea how this would actually taste but I am sold just by the simple act of watching this. I watched the original stand alone the other day and was very impressed. The added commentary here just confirms what came through loud and clear by watching the original video.

[@jakobrothoff4564]

Very nice, makes me feel privileged to have been part of this bit of history; the emerging speciality coffee scene/community of London. You have played a huge part in that, thank you.

[@matthewchong2749]

I often see this video pop up in my recommended list, but never clicked because I assumed it was targeted for barista competitors, and I wouldn't appreciate gaining nothing from a 21min technical video. Just realised how wrong I was. While I'm sure this was very useful for competitors, I loved how the advice was tied back to creativity, being adaptable and giving a good experience to people without them realising it, ideas that are very applicable and significant. As usual, your inspiring perspective made this video a truly enjoyable one :)

[@drhmufti]

The skills of using the right number of words in communication is certainly a skill we can all learn form.

[@nolandionne1262]

Thoroughly enjoyed this presentation. James, I would love to watch some further commentary/reaction videos of other excellent or winning WBC routines by other competitors or from other years.

[@nolandionne1262]

Oh, then perhaps some commentary featuring the competing barista and yourself? It would be neat to feature those people directly on your channel, even if they don't speak fluent English. Though I sense it would be a logistical project to cross timezones and technical challenges, to somehow present the video and two commentators at once. Thanks for the reply!

[@vishnubhramashiva4110]

"Practice making mistakes." I'm a pro in making mistakes already.

[@tadeusdoni3356]

I just want to put a little comment that I am also happy and touched by the struggle at that time, thank you for helping me make delicious coffee and being a teacher at home I am happy a little crying touched Your achievement work will be remembered by the world Mr. James Hoffmann

[@burgers8]

Had to watch this again soon after watching Morgan Eckroth's performance. Interesting how much the setup of the competition has changed and how much more high-production and polished it is today.

[@jamesellis3583]

A masterclass in communication, I can watch this over & over.

[@error.418]

You statement about using the tasting note "black currant" and the judges not knowing what that was echoes what Morgan from MorganDrinksCoffee experienced this year at the barista championships when she used the tasting note "yuzu" which is a wonderful citrus fruit that... again some of the judges didn't know. She smartly adjusted her tasting notes in later rounds, but I found this a great point you both made for extremely similar reasons.

[@brodacious1313]

The algorithm's really working some magic. I just watched the WBC Winning video specifically for James Hoffman, went back to my feed and saw this as the first option. These are 5+ year old videos, but yt knows idc, I just like seeing young James Hoffman.

[@stephenframe8076]

I remember watching the live stream of this performance. You once mentioned how few actual competitions you had competed in up until the world championships. Was it 3? Stephen Morrisey's 2008 routine was so likeable. The music was spot on.

[@Kodiac]

You look good as your young self. Dont be so negative about yourself, your style and grace was amazing. All the way from then till today you were and are amazing.

[@hoxton_hummingbird]

The algorithm gives, the algorithm takes. The ways of KZbin are unknown.

[@tiniphuong]

I think after watching this video, you just became my most favourite youtuber of all times. Thank you for putting in the effort to do youtube and sharing so many things with us. You have a brilliant mind and well honed communication skills. I learned so much from you, not only about coffee.

[@Josh-qi4fq]

I always knew ciggies and coffee went together. I'd like to announce now my signature drink at the next WBC will be a mug of international roast and a winnie blue.

[@jek__]

This video changed the way I look at competitions. It's not about seeing who can do whatever the assigned task is best, it's about seeing who can communicate a powerful experience to the judges the best. The human interaction is a major component alongside the technical skill

[@ChicoTunda]

8:25 CGP Grey actually talked about this in a podcast episode about the book Thinking, Fast and Slow which is basically about the idea of priming which was a really big thing for a time in the late 2000s and early 2010s. Priming is the idea that you can say things to someone to influence their behavior or thinking in some way. HOWEVER it began to be majorly questioned because of this event called the Replication Crisis, much of the stuff about priming could not be replicated reliably, and since replication is one of the basic parts of the scientific method it put into question much of that sort of stuff. anyway if you want a better run down CGP Grey talks about it in episode 119 of his podcast Cortex, give it a listen its very good.

[@adamallford2400]

wait, CGP Grey has a podcast???

[@LMau-t9r]

James has really good taste in music, never knew I’d like those

[@AllTheFishAreDead]

"Anecdote - I did almost kill Heston Blumenthal with and iteration of this drink" Hold up...

[@VanessaDownen]

Yeah he's really just going to gloss over that 😂

[@Chubyllama]

For some reason I really ENJOYED this video.

[@dearhorse085]

James, the only thing that people should take away from your Winning Routine, is your love for coffee. In my opinion, all of these tricks you did was the result of your dedication, your passion and research. I don't believe there's any way to "cheat", because the judges can see through that. But it was your effort to the attention to detail and the intricacies of coffee making that related to them. Not a lot of people would talk like you do about coffee or care about these little things and that's what set you apart in the competition.

[@dearhorse085]

Only what happens behind the scenes, when we prepare and make mistakes and no one watches and the only thing tethering us to something is pure love and dedication. That's when the magic happens.

[@brianchu8147]

Not mentioned - the smooth voice and narration and what a pleasure that is. If it conveys this much over YT, it must be incredible in person.

[@mmanda515]

Would say the same for any vocal performance. While being technical is important, the Maya Angelou saying still stands... People might forget the things you said or did, but they will never forget... how you made them feel! Whether a musical performance, cooking competition, painting demo or coffee championship... When all is said & done, what matters more than anything.. is making that emotional connection w/ everything & everyone. Thought it was a very good performance. Well spoken & apparently, very creative, well made drinks too... We would all be overly critical of ourselves, but looks like you had fun, thanks for sharing!! :) Stay safe, be well & ... ENJOY! :)

[@RafRoads]

I’ve learned a lot from this video. Not just about the competition or coffee. But also in our life’s “presentations”. How we can challenge an idea and aim to be better. This is just nice.

[@patavinity1262]

Actually, using the term 'blackcurrant' might not have been such a hindrance after all. Comparing the coffee to an unknown fruit makes it sound somewhat exotic and mysterious, which might in turn positively have influenced the judges.

[@tissuepaper9962]

That might work for most people, but these judges are the type of people who pride themselves on the breadth of their palate. Name-dropping a flavor they don't know as if they sell it at Wal-Mart doesn't intrigue them, it puts them on the defensive.

[@Adam-ox6zy]

That someone would make it to this level of judging how things taste and they don’t know what black currant even is or tastes like really surprises me. It really does!

[@treygon11]

@@Adam-ox6zy things have different names in different places. its not that they haven't tasted it, or even that they don't know what it is... its just they don't know it referred to AS black currant, hence why he said be carful and mindful of the people judging when choosing descriptors. in the USA we don't call anything currants, we know them as blue berries or huckel berries

[@Adam-ox6zy]

Magicfire productions interesting. We have blue berries here and they ain’t black currants so what do you call blue berries? Or is the term blue berries interchangeable? And huckleberries seem to look like what we call blue berries. Very interesting the different names we have for the same things. Point taken

[@tissuepaper9962]

@@treygon11 Black Currants are absolutely *not* the same thing as blueberries.

[@eli-vu3vb]

The music choice is incredible

[@DCassidy42]

I feel like I learn more about coffee and the person I aspire to be when I watch your videos.

[@tusharjamwal]

I have to say, the best English from a comments section I've ever read on KZbin. Very enjoyable video and pleasant discussions afterward :) what a delight! Truly.

[@Sulordan]

I love that Gronlandic Edit is the song that prompted them to ban swear words. Lol Of Montreal was such a unique band that really takes you back to this time. Great song choice!

[@elspethtirel]

I'm so glad somebody in the comments noticed this. I FREAKED when I realized that 2007 James Hoffmann was into of Montreal. There could have been no better line to prompt the WBC to ban swear words in music than "physics makes us all its bitches".

[@eyewitness4560]

I think I have watched more than 50 percent of your videos in the last couple of months and while you have dropped the WBC every now and then I was really not interested. I never heard of it and didn't know anything about it. I just liked how you talk about this thing you love so much. I assumed you were already good at it. Then for some reason youtube dropped the original video as a suggestion at an appropriate time (brewing a french press) so I figured I'd check it out. From the very start, your routine, your mannerisms, what you say, how you say it... is just captivating. As you start to work I hadn't even noticed the music come on, but when I did notice I just assumed someone just threw it under there so it wouldn't be just crowd murmur. But when you start the infusions, make the espressos, watching it just hit me how awesomely nice it all synced up. 'Stonecutters made them from stones chosen especially for you and I who live inside' just as the camera zooms in and you clean the top of the portafilter, tamp down and prepare an espresso for someone who 'are a little like you, are a little like me'. I just love the similarity of the song and your actions, the suggestions of kinship, and I reckon if someone made a movie about your life, they probably couldn't edit together a better song and sync the performance so magically as it came together in real life. It's like watching a flashback from a movie, expertly composed, wonderfully sound edited. Like experiencing someone else's memories. Then, after watching all of the video, finding this one, and you explaining how all of this was an intentional, planned, tailored experience for the judges just made me love it even more. Explains the incredible production values in your videos. I hope you continue making them for a long time.

[@tommerenator]

This was so eye-opening. I feel like I might take inspiration from this in teaching and storytelling. Until now, I honestly did not think coffee was such a deep or conscious thing

[@agenthoichi]

Amazing performance and that Midlake in the background really takes me back.

[@MrArchDelux]

So I casually watched that final the other day, much later followed your channel having no idea the guy there was actually you, but knowing you were a competitor in the past. Good going!

[@SuperAlphabetagama]

Your moment of closing loop is actually a very popular anime trope (it's actually a popular trope in all media but especially popular in anime.) It's really cool that it happened in Japan, the country of anime.

[@mob9672]

I like that you called it a performance. I have a degree in a performing art, and it's served me well in other fields. Also, it's fascinating that you were reading books on neuro-linguistics. There are so many disciplines that benefit one another.

[@MeiinUK]

Before the scientific definition of "NLP" appeared in recent years, if you worked in the dining sector, and from the previous generation, this area was classified as "Silver Service", and literally was indeed just part and parcel of working in large restaurants and dining establishments. Those days of the 1960s, and 1970s etc. I know this, as I still have the handbook which my father used in his lifetime in those areas. With fast food restaurants dominating through modernity, this kind of skills are really lost. A lot.

[@Christine-jv9ns]

20:23 I like that! Applies to a lot of things really, more often than not being able to connect/empathize weighs a lot more than being technical/correct. Been binging on your channel for the past days and i can really feel that from your videos. I really appreciate the way you share your love and passion for coffee🖤 Thank you for this!

[@Outsidersman]

I love current James mocking past James' hair!

[@xerpenta]

For someone who until recently never really knew what barista championships are like, it's crazy to me how much room for priming and suggesting to the judge what their experience will be a contestant is allowed. It's like serving a customer that you know is a secret shopper. Which really makes sense after I stopped thinking these competitions are about who makes better coffee.

[@enumthunder]

Not sure why but I felt like I needed to comment that I very much ENJOYED this video...

[@cloudbuster9658]

Why this in my recomendation? im ENJOYED it

[@slavsterbater]

Very insightful and informative. I, as someone who is completely out of the loop on this competitions, really enjoyed your unpacking of the competition. Also, I really appreciate you commenting on your past mistakes, it does really provide encouragement for everyone struggling with their projects. Any mastery comes from a lot of hard work and mistakes. Thanks for sharing this!

[@eddiebernays514]

i love the fact that you subliminally brainwashed them. someone should work in PR.

[@azteacher26]

He does. He runs PR for his own youtube channel.

[@aeleso]

This is so amazing. I saw this video of "the younger" you and was so impressed. So eloquent..! Then I started watching your utube videos and thought the same thing.. I totally did not connect that you were both the same person..! Wow..! U have truly found your calling..!

[@TheFinalMB]

Not being a barista myself, the competitive side of coffee is something I’ve only ever had floating in my periphery. This video however makes me want to dive deeper into the topic. I really enjoyed seeing not only some amazing coffee being made, but also the information about your process, and thoughts on the psychology of the presentation as well as the game play of the competition, how you actively engaged with bending the rules to your advantage. I hope there are more videos like this. Would you consider doing similar sorts of videos discussing what you see in other people’s performances?

[@steviepd]

No mocking you James! You have so much to share! I love your videos!

[@A_A828]

Of Montreal! 12-years-ago-James seems like a nice dude.

[@ardaeibancoro]

You are a real dreamboat, Mr. Hoffmann. I just needed to point that out. Lol. I love watching your videos, learning more about coffee, and getting a bit distracted from time to time because of your gorgeousness. Haha. Greetings from the Philippines. x

[@MakooWallinen]

The Donut coffee makes so much sense when watching this performance.

[@mrsbelding2430]

As others have mentioned used to think he was pretentious but after watching this... I have a lot of respect for him.

[@samueljames4270]

Including Beyond the Wizard’s Sleeve remix of Roscoe by Midlake (from Groove Armada’s Late Night Tales) is taste beyond comprehension. Bravo, Sir.

[@alang253]

Dude! I love that song and couldn’t figure out if it were somehow playing through my phone or other device!

[@Sadlander2]

I've never watched any other barista competition, so maybe it's a common thing to do but I really liked when you said _"I like to drink it like this. What I like to do is to...."_ Not only, you didn't tell the judges what to do, you only suggested how/what they can do but also, you let them know that this is something you enjoy at home and that isn't just something you're doing for a competition. I knew this was a competition and I assume that you planned every move, every little detail but to me, this looked like a moment where you're sharing something you personally like.

[@cjl76]

A masterclass, thank you. Many of your points are relevant to any competition (in my case, gliding).