What No One Tells You About Learning To Taste

This is both entirely serious, and also a little bit of fun. We talk a lot about the benefits of developing your sense of taste, but we never really discuss the downsides...
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[@Jenglotto]

Came here for coffee, stayed for the life lesson

[@bigblue6917]

Thems the best lessons

[@ndrm_chooky]

I want to learn coffee, but get motivated instead..

[@eddier401]

Lmfao

[@Bigbossmat]

That’s exactly what I thought

[@Digosaurus]

💯👌💛

[@MrEsaleniuc]

“If everything you drink is special, then nothing is special” So so so good and an awesome reminder.

[@ashlyncarpenter2477]

"... and when everyone's super, no one will be"

[@stephend50]

@@ashlyncarpenter2477 Buddy

[@MartinWiegman]

@@ashlyncarpenter2477, I was hoping to find this here 😇

[@nickbrown4470]

More than that, this lesson works for pretty much everything. If everything is important, nothing is. If everything is urgent, nothing is.

[@Tangentlifecom]

Yes!

[@daolchang]

The Hoff going to Starbucks, barista: "omg James Hoffman what are you doing HERE???", the Hoff: "to appreciate beauty", barista "awww thanks...wait...."

[@petertr2000]

"I've had a lovely cup of coffee................. this wasn't it, but I have had a lovely one" LOL

[@exothermal.sprocket]

"I have come to appreciate this experience, why this establishment is often referred to as Charbucks. Thank you. Thank you for providing a needful contrast in a life of excelling brews. I believe I appreciate a good brew even more now."

[@TomsTutorialsAndHowTos]

This made me lol.

[@Dnlrmrez]

lmao

[@lurklingX]

LOLLLLLLLLLLLLLLLLLLL!!! omg that got me. haha you clever one. :D

[@jobboodt4849]

I started drinking 'bad' coffee again, because I noticed that everyone around me become apologetic about offering me things or even telling me where they go to get coffee. I hate this, because I don't see myself as a judgemental person. It's getting better, but what you describe definitely happened to me.

[@nhahoanle]

I have the same experience, but with headphone. While paying more and more money, I didn't get any satisficing out of it until one day, I used my old cheap headphone and realized my new headphone sounds much better. LOL.

[@siddharthnandi8567]

Nha Le cool story

[@piz83]

Very true!

[@deus_ex_machina_]

@@nhahoanle Same, but with PC Gaming Hardware. Still a tech, gaming and hardware enthusiast, but occasionally I take a moment to 'stop and smell the roses' as it were when my SSD boots into Windows in 30 seconds, or when I'm able to capture unexpected gaming moments with Radeon ReLive's 'Instant Replay' feature.

[@smievil]

most knives are too dull...

[@rasmus9311]

This goes way beyond coffee, this applies to life in general, I think this might be what I need right now

[@dennispaguio]

Looked in the comments for this. Wasn't disappointed ☺ 👍

[@NapoleonDynamite69]

Putting things into their right place is all that needs doing.

[@abdelwahedkhamiss]

That's exactly what I was thinking

[@andreidmny]

It's so true in regards to most things in life, really. It can be hobbies, experiences, people, almost anything.

[@jonathanberry9502]

Dopamine Detox. Monk mode.

[@georgeclinton4524]

For me most of my life I thought alcohol was all just: generic name brand spirits you mixed with soda, shitty beer, and thunderbird wine so I just didn't drink. Then I started working in a high-end liquor store that had hundreds of differents beers, top shelf liquor, and a selection of wines of every kind from across the globe. I was amazed that there was such a wide variety of delicious alcohol. I really learned to taste alcohol and was motivated to be able to describe it to customers. I was tasting a wine one day that I had heard customers and staff would always describe as 'incredibly complex and delicious' and objectively as I tasted it I could pick out various flavors and understand why people said it was so good, but subjectively _I didn't like the taste._ Sometimes you can forget to pay attention to whether you actually like something when you get into that world, and it made me remember to always ask the customer what they like instead of just recommending the objective "best". The same can happen with coffee where you find yourself seeking "the best" and forget to ask yourself 'What do I _actually_ like?'

[@jaybiedayy3347]

So You you're a loser that likes alcohol lol

[@georgeclinton4524]

@@jaybiedayy3347 No. Just a loser who doesn't like alcohol :`(

[@PhaythGaming]

@@jaybiedayy3347 loser? Alcohol can be great :) if you disagree, might need to reevaluate who the loser is!

[@jessejp3279]

Learning to taste coffee actually made me appreciate bad coffee more. Instead of just thinking something was bitter, I suddenly was experiencing musty, burnt rubbers and ashy cardboards. It really made me appreciate what was bad about those cups in a way I didn’t expect, but was still excited to experience.

[@bibinoojen]

Love this comment. I think about design a lot so often find myself complaining about bad design, and only recently have started to think about the reasons that made me perceive it as bad and use that as a lesson instead of just complaining. Thinking about the why is very interesting!

[@RyanDMcDonnell]

"The more knowledge, the more grief," Ecclesiastes 1:18. It's the classic catch-22 of learning. I've met a few musicians who've simply stopped listening to music. This, to me, is the greatest tragedy that can happen to someone who deepens their experience of food or art is that they give up on enjoying it anymore. I do my best to appreciate not just bad coffee, or food, or wine, but also mediocre coffee, food, and wine and appreciating the positive qualities that the mediocre things possess. Just because something isn't perfect doesn't mean it has nothing of value. If that were the case, none of us would have any value, since none of us are perfect.

[@utubit22]

this was probably one of the most profound, accurate and practical statements I've come across. many have said the same thing more or less in different ways but the way you put this together was spot on. thank you :)

[@RyanDMcDonnell]

@@utubit22 Wow, thanks!!! Glad it resonated with you!!

[@nicholasbivi7097]

So many amazing, profound comments here. I'm going to keep this in mind in everyday life, and I'm sure it will help a lot. Thank you!

[@jamesb.ofdesertdistrict567]

Ryan McDonnell I’m Jewish and it is lovely to see this Tanakh verse here! It doesn’t only apply to Jews and Christians, its a life lesson.

[@comesahorseman]

Well said, indeed!

[@pheonixfeather292]

Definitely true. I’m still developing my taste for good coffee, but I learned to put it aside when I went to my grandmother’s house, because she enjoyed making pre-ground Folgers French Roast in her percolater. She didn’t want me to spend money to bring her a Café au Lait-she just wanted to start the coffee and have it ready for me to pour for her as soon as I arrived. What really matters is who you are drinking with. 🥰

[@keithklassen5320]

Ok but have you tried a blindfolded test with a selection of the most popular grandmothers? You might find yourself developing a taste in people... Jk

[@jonccwong]

For me, trying to appreciate the person behind the food brings it back to perspective. Appreciate the person making the coffee, and appreciate the fact that they made you coffee.

[@kungfufreak360]

And if you made your own coffee, love yourself

[@SSchithFoo]

But u paid them and u r entitled for good coffee.

[@mrtdonegan]

@@SSchithFoo you aren't entitled to anything. always remember that.

[@techevo]

Tim Donegan - Amen to that!

[@gr7485]

So very true. @@mrtdonegan

[@beepboopsloane]

I did something pretty similar. I split ‘bad coffee’ in my head as a separate entity. I still like ‘bad coffee’ if it’s good (confusing I know), but I mean the coffee that your grandma makes or your friends make, the preground, weak, dark coffee, I still love it. It reminds me of camping, or road trips when you have to get up early and a McDonald’s is the only coffee shop open. With that spectrum of bad coffee, there are some better than others. And I can taste those differences now. So my favorite cup of ‘bad coffee’ is just one that has no complexity but a ton of body and no bitterness. If I get that, I’m happy as a clam

[@JoshuaParks]

While I tend to almost universally enjoy James’s content this is one of the best, if not THE best and most profound video of his I’ve seen. There’s something universal about this experience across other walks of life and professions. Excellent

[@chowderhead1337]

This is my favorite video on KZbin.

[@EuropeanCoffeeTrip]

Great point, James! I like to occasionally have instant or pre-ground coffee with the family or at the supermarket. Two reasons. I want to understand what coffee people around me drink and I want to remind myself how privileged I am drinking speciality coffee most of the time.

[@akosbalog4363]

No. I won't drink bad coffee. I also won't eat bad food. I'm not an animal, I don't want to drink/eat to live. I want to drink/eat what I enjoy.

[@mikolaj83]

I do the same. If I visit my family I just drink coffee brewed by them and accept it with complaints. When I come beck home I appreciate my cup of coffee more.

[@johnmclean6917]

@@akosbalog4363 if your not an animal.. what are you? Are you a plant? Some kind of stone or mineral? Or maybe a gas?

[@wclark3196]

@@akosbalog4363 Eventually you'll be eating and drinking alone.

[@Oagunda]

Same. Yes I like some foods, coffee, drinks in some ways, some taste, some quality but in my home, then I go out somethete with my husband. And if I am a guest at somebodies house, cafe and etc I eat, drink everything without a problem because it anothers persons house, reality. It is experience, it is interesting and what is interesting it ia even tasty sometimes despite the fact that at home I would never do that and like that.

[@michaelsteinrok3002]

Without darkness there can be no light. How can we know joy without sadness.

[@username-yn5yo]

shakespeare was a genius

[@Endoplasmic-fc7kc]

This is how someone talks when they have experienced life. They’ve been through some shit. Thanks James for reminding me that life is about contrast. Cheers mate.

[@patrickellis3205]

A salient point, coffee for me isn’t just about taste, coffee is about the experience! I would drink terrible coffee in great company and surroundings just to have the rest of the experience. Equally when we drink a coffee with great taste on our own, it’s the solitude that enhances the experience, that moment of splendid isolation, indulgence is equally all about experience..... when you won your title you delivered an experience, not just a great coffee!

[@dreamervanroom]

It is a drug experience. Lol. & true.

[@lookitsdivadan]

Much the same here. We (used to..) go to a small local chain every weekend. We all make far superior tasting coffee which we enjoy in solitary situations for different reasons.. but we enjoy the coffee we are given. We enjoy the time spent with one another. It’s also poignant to remember, without discovering good (not great) places to have coffee, we would have never considered brewing at home and ultimately spending excessive amounts of money on equipment ourselves.

[@patrickellis3205]

Danny B Absolutely true I have and continue to spend way too much on coffee and it’s associated paraphernalia 😕

[@jonny-meyer]

I remember learning something like this in the first philosophy class I took in college. It’s called the Greater Good philosophy. Basically, it states that hardship lead you to appreciate good things more than you would have had you not experienced a hardship. Think how much better water tastes at the end of a long run, compared to if you hadn’t run at all.

[@MartialMonkey]

For me the defining moment of being able to switch off the analytical brain when tasting came with distraction. It was having a coffee that I knew well, and knew was delicious, but because of constant analysis when ever I drank a cup I didn't really "enjoy" it, then some one handed me a cup and proceeded to have a very interesting and engaging conversation with me about things that weren't taste related. Before I realised I had finished the cup and I had thoroughly enjoyed it. I had drunk it not "tasted". We spend so much of our time and effort trying to objectify flavour and remove it from context. I find it very important for myself to occasionally, or frequently, reinsert flavour into the surroundings. Objective tasting is vitally important for our industry, subjective tasting is just as vitally important for ourselves.

[@jing90]

Such an amazing reminder! There's this Japanese comic and anime "Food wars!: Shokugeki no souma". A main character had this fictional God-tongue, basically a perfect pitch version of the tastebud. Her mom was so caught in this trap of only tasting the best, that she eventuallt could no longer stand the taste of mediocre food, and thus couldn't eat, and had to be on IV drips.

[@spamcan9208]

Never realized how deep that was, interesting.

[@aris_acoba]

So good. Something to remind us every now and then. I'm glad I clicked on this clip even if it was already a year ago PS. The colours/grading on this clip was 👌

[@handerwesten]

Been working with coffee 8 years, and in all that time have only had a handful of truly memorable coffees. Instead of seeking them out, I let myself stumble onto them. There are probably too many places to get really excellent coffees where I live that were produced by renowned estates/co-ops, with tailored processing, roasted by top-notch roasters, and finally prepared by award-winning baristas in beautiful locales, yet I don’t find myself going out of my way (not anymore) to get to these excellent coffees. Not that I don’t love coffee enough, I do, but I got tired of shelling out big money for the coffees that promised so much yet fell short one way or another. So I stopped the chase altogether. I still roast and prepare my own humble coffees at home and for some people who are willing to pay for my coffee in bulk (for which i’m super grateful!). From time to time I will happen upon an unsuspecting shop where I may get a happy surprise, and that works for me. There can certainly be too much of a good thing, and I’m glad I didn’t let myself be overly-privileged coffee wise. Thank you for this excellent video post. Very thoughtful as always.

[@rogerg_zapata]

Great advice at the right time! I'm seeking to develop my palate for a while now, in fact as some of your followers, I'm undertaking the SCA Sensory Skills courses. The goal is simple: To become Q grader, and all you mentioned has been happening to me lately, either when drinking, eating or even smelling coffee/food. Yes, I got so great experiences tasting incredible coffee, digging deeper than my colleagues trying to detect, define and finally enjoy the extraordinary flavours within each coffee. It is obvious that some of my friends and my wife, are a bit annoying, I found myself constantly examining what a coffee smell and/or taste like... 😳 Thank you @James Hoffmann I forgot to enjoy the "bad" coffee/food, that will finally lead us to better enjoy the great stuff.

[@leovoi]

Yes.. the contrast between good and bad! That's what makes our taste sensitivity grows. Thank you Mr. Hoffman for sharing this simple enlightening video 🙏

[@stevebobilin169]

So nice to see you outside. Great color, composition, and sound compliments what you are just so genuinely communicating.

[@eoallan1]

Pretty much agree with this. I also think if you drink the full range of coffees, you can be reminded that even the commercial offerings (Starbucks, etc.) are still pretty good in the wider context of coffee, although there will be exceptions too. That also helps you realise that the small, speciality roasters are producing a product that is really, really good. Also, sometimes coffee just helps you wake up in the morning and that's ok too.

[@pablo-zn1mg]

Well, the last starbucks coffee I ordered tasted like burnt beans so it did make me appreciate my local roaster’s fresh beans better.

[@kevinliu1734]

I think it also makes you realize that sometimes (not often) small speciality coffee roasters are producing a product that isn’t that different from Starbucks or isn’t good at all. Comparing and contrasting is super enlightening.

[@eoallan1]

​@@kevinliu1734 Totally agree. Although what they offer isn't just focussed on quality in the cup, they can often underperform in what they are promising

[@TilmanBaumann]

The problem really isn't starbucks. There you get mellow American coffe. Usually not offensive. Where I stay wide away is any 'restaurant' with a fully automatic coffee machine, hotels or your random Italian restaurant outside Italy.

[@JamesW81]

@@pablo-zn1mg Starbucks always tastes burnt. Well, in my experience.

[@gregbarbosa0]

This was my exact journey with coffee. I began to appreciate diner, gas station, and hotel coffee. Not because it was ever good, but because whenever I drank it, I was usually traveling. The “bad” coffees became associated with a time of life I enjoyed so much, and it made it all the better.

[@juliannekelleher6672]

I think I really needed to hear this, especially from James. I only a little while ago, with The help of James’s videos, I started putting more effort into my coffee, technique, gear, and tasting. I think I learned a great amount very quickly but also started to be a bit snobbish. I noticed it when tasting an in-law’s coffee and registered a silent thought that I make better coffee. That someone like James can appreciate the bad to elevate the good is an amazing coffee and everyday lesson. Thanks, James.

[@nititornsawangrung6711]

Thank you so much that i've just found you on the youtube , I thought that your channel stopped already but it didn't. Thank you again for wrote the world atlas of coffee for anyone who loves coffee like you.

[@CoreyMcLeanLeitch]

I work in beer professionally as a Cicerone and in a past life I was a professional musician. It is much the same way in these cases. You are always looking for that next great high point but you are right, they are found further apart. What seems to have helped me in these moments is taking a step back and readjusting how much of my identity these things are defining. It is great to be obsessed and to crave the knowledge but you have to apply the same rational approach you do to tasting, listening etc. to your expectations and your own mind’s urge to push onward. It always feels like an accomplishment to me when I can once again find the love for something “bad;” and it usually comes with some sort of emotional or contextual connection that reminds me of why I love what I love in the first place.

[@nathana3170]

Had a similar experience. Started a cafe bc I loved coffee, but as I grew in my tasting ability, I started chasing purity until I couldn’t find it. In that pursuit I discovered that I didn’t love coffee anymore, I only loved the idea of the perfect cup. Like your advice, I also started to drink the coffee that was around me (with some ethical limitations) and have learned, again, to love coffee. Thank you James.

[@ad6449]

The life lessons embedded in your coffee videos are really wonderful and welcome too. Thank you. More please.

[@valerielarkin3542]

This is a good philosophy not only for coffee, but for life.

[@jgjgjgj1]

I actually needed to hear this, great perspective!

[@zainabkh363]

Wow! This described my exact problem to seek out only good coffee, just let the bad coffee let it be! Such a relieve

[@tommasosantojanni]

I love this chap! He's not only informative but also entertaining. Good on him!

[@rabiadoker1398]

I really enjoy these kinds of reflective videos of you. They give also a good insight into other things that we are passionate about

[@halt.halt.halt.]

It‘s the exact same thing for me and I second all of your arguments. It’s very similar in other fields than taste as well. Say audio or acoustics. You really keep an appreciation for something great when you still keep the ability to relate it to bad/worse things.

[@TheMashto]

I can relate to the audio reference. Better gear opens up a whole new world of sounds but it's important to stop at some point and just enjoy the music.

[@josue99a]

Hey James, I just bought reinventing the wheel the book you recommended and I'm looking forward to it! Happy Xmas.

[@georgewhitlow7743]

Where can I find this? Author?

[@nodieusa]

Your coffee content is second to none but what I really admire is how well you articulate your thoughts. Love the content, love how well you speak, love the UK and the people in the UK! Cheers from a Brazilian native proudly living in Texas...

[@brekkoh]

Still my favorite Hoffmann video to date, this came out right after I started following James and really hit home for me, and frequently in life if I'm struggling or just need to put things in perspective I tell myself to drink the bad coffee.

[@LookingForAnotherPlanet]

I think I need a "Just drink the bad coffee" poster.

[@stephanforster7186]

Congratulations you discovered one of the key principles of stoicism by tasting coffee ;)

[@dreamworm8]

Just wanted to write the same 🙂

[@winedemonium]

I’ve been in wine full time since 2003. Your observations ring true in this related field. My way of dealing with it was to prioritise certain elements within the experience. The main one for me is freshness, e.g. I’d prefer fresh sashimi to frozen, but I would much prefer freshly-frozen and then freshly-defrosted sashimi to something from-fresh, but beginning to turn. In wine by the glass at a restaurant, I’ll ask which bottle was opened last for example. Working out which parameter matters more to me allows me to compromise on some of the others. And, if it doesn’t look like it will work out for me - and especially if I’m in company - I’ll pick something else - a different dish, a G&T, etc, and make no fuss, no face. Instead - speaking to your highs - I realise that when I go down a new rabbit hole, I’ll get new pleasures, and it will also feed back to my existing ones (parallels, etc). Thanks for articulating this issue - its a good one to catch.

[@DaveShawMusic]

Of all of your videos James, this is easily the most valuable. I come back to it around twice a year; It is true for so much in life. Thank you for making our world a better place.

[@cpome7]

I have recently been trying to up my game with regards to coffee. Your videos are really the only ones I can watch. Excellent content, great production. This video has elevated you further in my esteem. Thanks, James. I hope you are safe and well.

[@netharious1]

Some of my friends are like this. They always seek out the newest, most hyped up, and oft-times pricey joints for food and drink, and can hardly settle for anything less than what they had before. For me, I try to seek out more inexpensive and/or classic establishments, and most of all, remember that the company we are sharing food and drink with matters most.

[@emiliozavalaart]

I think this was amazing on explaining why people become snobs on anything, movies, beer, food, people... This was great

[@TubeSomeYou]

Great video as always, James. Even though it's just a short monologue, it's really well made, well thought out and to the point. Keep it up.

[@raghavdhir7542]

One of the only channels I love re visiting..you have put that very beautifully there..

[@peterlee9691]

I was expecting him to say something like; "to learn how to taste you first need to learn how to smell", didn't expect him to go all philosophical.

[@dannisantiago7252]

As someone who recently realized that I want to start a career with coffee, this very much helps! Thank you James!

[@jamesfreda1903]

I really like the way you explain things. And not just about coffee. I feel that quite a bit of your teaching goes towards every day life. You really see the positive side of things. Thank you

[@Conquering_fear89]

Oh. My. gosh. So simple yet so true. The amount of sense this makes has me upset I didn't realize it sooner. thank you for literally spelling out what i am going through and how to get over it!

[@AnneAndersonFoxiepaws]

James, nobody tells you this about anything and it's so true in so many things. All of us eventually, end up looking for the taste, high, whatever, you got when you started out. It's one of the big truths about life, and love, and, now I know, coffee too!

[@sfddvvccvcv3052]

"Without a little ugliness, there can be no beauty" Hoffman-Sensei 2019

[@dreamervanroom]

Alan Watts, The Game of Black and White, in his book called the book: on the taboo against knowing who you are.

[@jonascampos1895]

That is so true James! You and Baca are transforming Monday’s in the best days of the week

[@DebmalyaSinha]

Congratulations on 1M. I revisit this from time t time. Thanks for all the great content.

[@DanielLDill]

Wow, I've fallen into this trap and did not even realize it. James, thank you for the wake-up call in a little bit of a more balanced perspective.

[@adammacdonald4536]

I've been through this. Now, my first coffee everyday is instant. It fulfills my caffeine desire, while the rest of my coffees for the day revolve around flavour. I consider it like a "calibration" in a way. Took 2 years of working at a coffee roastery to figure out. May sound weird, but it works for me

[@CriticalTechReviews]

I might try this, I sometimes dislike the ritual of making an espresso when I oversleep and have a headache from missing my caffeine dose.

[@musicshorts_]

Have been about a month into making better coffee like yours and was contemplating this very subject (the “highs” being further apart), and what a video to see. Thank you for this, James

[@bikeyman1701]

Sat here watching this video with instant coffee in my hands. James your words brought me to tears.

[@LenVrijhof]

This happened to me when I started studying music: you start to hear the flaws, the clichés, the bad tastes. But without those lows, you wouldn't have those sweet, sweet highs. And so it is for almost everything in life; you've got to go through shit to become happier, to enjoy more. Life's a game of trial and error, you just got to learn how to play it.

[@Mefistofy]

Yet at some point you might begin to also like the cliches. They give you perspective and can be fun to introduce once in a while. You have to give them that: they are easily recognizable and just work.

[@iguanadawn]

It's applicable to any type of skills, interesting

[@Mogawty]

So true to nearly all aspects of life. Even so basic as the concept of happiness. It can't be without sadness. There always has to be a contrast to not only enjoy but to even experience the brighter, better sides of life. It's a good lesson and a good reminder.

[@tulayogashala358]

Such a wise and helpful video. It could be applied to all aspects of our life. Love the honesty. I found myself getting strangely emotional. Maybe because it allows one to relax a little and not always have to push for excellence. Love your videos James.

[@matthewsnyder77]

"And when everyone's super, (*evil laughter*) no-one will be." - Syndrome, The Incredibles . True story. I agree with the central point here very much. And I say that as a guy who loves McRibs.

[@laurenturori6300]

Im so glad someone else was thinking The Incredibles with this XD

[@billbucktube]

There is a parallel to this; "If you can't tell the difference, there is no difference." I've been shopping with my grandsons looking for over the ear headsets. One of them went straight to Apple brand another to a different high end brand. The display allowed testing so I had them each close their eyes and listen and evaluate all of the brands. They could not distinguish one sound bed being better than the other. So for them it was better to buy the value headset which if they lost 6 of them would only equal one set of the high end equipment. One of them bought the value, one bought the high end. The high end set was stolen within the week. The value set survived a month because both of them fought over using it. Value buying grandson bought another pair. High end grandson could not afford another pair... If you can't tell the difference, there is no difference...

[@jetah50]

my mother let me spend her state tax return (typically around 100$ back in the 80-90's). i used to buy 1 pair of shoes then i decided i could buy 2 pair if i spent less per pair.

[@aliciastaley-best7763]

So so true; we need the lows to enjoy the highs. True for everything in life, not just coffee. Relationships, work, motivation, energy levels, careers, self-confidence etc etc etc. I love this video, thank you, James. x

[@oreoreo68]

I find this video in 2021 and I am thankful for it so much. I doubt this message is gonna reach you, James, but I just wanna put it out there anyway. My whole life I has been chasing the higher standards of things and appreciating less and less. People started describing me as scary and negative. They are afraid to share anything about their opinions and experiences because they are afraid of my comments and judgements. I came to realize this about a year ago and I struggled to let my ego go. Now that you said it, I think it is time for me to make my life easier and the lives of the people around me easier by just finally letting it go. Obsession made my career better but my life worse deep inside. Knowledge is a double-edged and your wisdom James, helped me set a new goal for my wiser self. I admire your courage to share this out of all the infinite knowledge about coffee that you could just stick with. Thank you and I wish you are loved by many.

[@davids9552]

You discovered a secret of life here James. There's an old zen teaching where the student asks the master what the meaning of zen is, and the master points at two bamboo plants and says "Look how tall this one is, look how short this one is". Without a comparison, neither bamboo is short or tall, you simply don't know. Only by having bad coffee can you drink great coffee and realise it's great. If all bamboo was tall, you wouldn't know it was tall, it wouldn't be tall, it would just be the same as the rest, there is no tall without another that is shorter. If all coffee is great, you wouldn't know it was great, it wouldn't be great, there is no great without worse. it would just be the same as the rest.

[@albanestebanez8651]

Spot on. “Don’t let perfect be the enemy of good” A Life lesson.

[@sergelemee5507]

In a sense, that is the best video and advice that I heart about tasting. Thank you for making people understand that present enjoyment is what count over search for the best that could never arrive or so rarely. Food is made to enjoy personally but also to share. If I loose the sharing now, life will be very short and very disappointing. Thanks again.

[@illusions97]

Thank you so much for this video, James. This is something I’m currently working out in my life and your words were a great help! “If everything you drink is special, then nothing is special” - SO.TRUE.

[@9983Kaywalker]

I feel like I just had a heart to heart with a distant uncle who’s super cool. Can I come visit again?

[@altmilan]

"I didn't fight it anymore. I just started to drink the bad coffee."

[@aahthgr8]

Every time i feel down or frustrated i watch this video Thank you james🙏🏻

[@thatcherdrake6452]

This is a great lesson. As a musician, I find myself highly critical of music, if not always vocally, then at least internally. "They should've done this, not that." Etc. What has helped me out of this negative state of mind was listening, not to my own library of music, but to the radio. It forced me to enjoy what I could about whatever was playing, instead of just hitting "next." Now I'm more grateful for music in general and I have more of a developed sense of gratitude, which is the most important of them all. Thanks for the video, James!

[@realhiphopplaylist]

Came in looking for tips on tasting, Came out with an understanding about how drug addiction forms in the brain.

[@sulaimannh]

This was accurate, I had to be called out as the annoying snob I was by everybody around me to wake up. Also you’re really cool

[@BensCoffeeRants]

Should have made them an amazing coffee and told them to WAKE UP :D

[@stevegelano]

THIS is why I enjoy your videos. Thank you, James. I'm with you a hundred percent on this one.

[@cakeman58]

Five years in, I came back to this video. I strongly believe it is one your best videos. I ran out of my regular espresso blend this morning and told a friend that came by this afternoon that I could not offer her a cup of coffee because I was completely out and my next shipment won't get here until Wednesday (poor planning on my part). A while after she left, she secretly left a bag of coffee on my doorstep, from the local grocer, pre-ground. I really winced. Hard. I explained to her that I've told my entire family to never buy me coffee because it's the single thing I'm anal about. Then I remembered this video and came back to watch it again. And made myself a cup of weak, drip coffee and thanked her for her thought and effort.

[@adamwolf729]

I was hoping he would turn the cup at the end and it be starbucks ;)

[@RayRa]

Came for taste got depression

[@khaledramadan862]

Just beautiful.. it's beyond just food and coffee experiences. Take this philosophy and apply it to all experiences and the world suddenly becomes a far more exciting journey .. as always, thank YOU James

[@Bananabeacon]

This is applicable for many things and I think also to my situation. I compose music for piano but I always throw ideas away because they're not good enough and as a result I make very little. Maybe I should just make 'bad' works more often so the good things stick out more! Thanks for this insightful video James!

[@THELATINKID123]

Once in awhile I enjoy my McDonald’s coffee, so when I have a good coffee, I enjoy it more.

[@harresdirksen1950]

To be honest, mcdonalds coffee is relatively good for that category of coffee.

[@MrApotator]

@@harresdirksen1950 eh, splitting hairs?

[@enthusiasmboy]

Wonderfully put. I’d struggled to put my experience into words, this has helped!

[@humbertgustaf5241]

omg i just love you, this video is a whole plot twist i wasnt expecting this!!! you really blessed me with something that goes beyong coffe and even food: perspective.

[@andreas7278]

Damn, this video couldn't be more spot on. While I haven't reached those super highs in coffee yet, I've experienced that exact same journey w.r.t other aspects in life and the solution for me has also always been to also have those other experiences since sometimes it becomes too difficult to obtain these all the time when traveling or being together with friends. This automatically puts everything into the correct context and actually makes you enjoy the really good stuff even more. It's like a secret trick to cherish what you like even more.

[@MartinWiegman]

Love the video James, thank you for this! I just had a conversation about this with my wife a few weeks ago. Sitting on "the chair of the critique" is no fun for the people around him, but neither is it for the person himself. If you elevate yourself above others, you distance yourself from them and from enjoying life all the same. It's a lonely place to be. Valuing what you have is a true skill in the very materialistic and greedy world we live in today.

[@IMissMrKitty]

I NEEDED to hear this right now. Such a great message!

[@iqbaladnan3790]

James, You safe me. I was in a really bad place today. Nothing work out the way I want to. My mind can't stop complaining on all those bad experiences that I had. You remind me that all those unpleasant aspects of life is in fact helps me to distinguish and appreciate the pleasant one better.

[@observatoire5497]

Thanks for the great advice. It's nice to see you philosophize about a subject that you master so well.

[@fancifulfoxtale]

'It's OK just to stop and enjoy where we are sometimes' brilliant advice for life not just for coffee. Thank you 💜

[@baristajosh]

I really love that you touch on being able to drink bad coffee and understand where you are with what you're tasting. There's a time and a place for perfection/excellence, and then there's a time for comfort, acceptance, and enjoyment

[@MTheKing09]

That applies to so many areas in life! Thank you for that great reminder!

[@aqammonia]

inspiring video! am a casual whisky drinker myself and it's too easy to get lost in a world of fantastic products; it helps to take a step back and ask why and what made you embark on this hobby in the first place.

[@ericthegrim]

This is great advice and applicable in a lot of different fields. As a recording engineer I could become absolutely obsessed with the best audio quality all the time; complaining about bluetooth speakers sounding trash, or the balance on your car is off, but over time as I honed my craft I found those "subpar" listening environments were a way to reconnect with music, rather than audio quality. I was just there to listen to the music and not tear it apart. It's important to remember why you got obsessed in the first place.

[@sidneyvilhena7848]

Very true James! Suddenly we are an ET among your family and friends...and every time someone wants to have a coffee afetar a family lunch for instance, they give you that look...or say something like “let him prepare...he is the coffee specialist”. And O relate to your video adding a little piece of perception: this kind of situation steals the sense of originality from the experience. It takes away the normality of it. People start to “fear” having a coffee with you (if you are often complaining about the poor quality). So, also to preserve good simple and loving relationships, I encourage every coffee lover to have a “bad coffee” surrounded by good companions. Regards from Brazil, cheers mates! Keep on the excellent work - I learn a lot with you 👊🏻

[@willlane1969]

Still in the very early stages of refinement with my coffee tasting but thoroughly agree with the context of the video. You can actually apply this this same idea to so many other areas. Many thanks as always.

[@ahmedrhh]

I am just so grateful for your videos. Seriously