The Relentless Pursuit of Excellence
When TJ asked me to partner with him in the re-launch of Northern Vessel, I asked him about his goals. He had one goal, which was as simple as it was audacious: "I want to create the single best coffee shop in America." Uh, ok. Pretty audacious for someone who had failed in his first few iterations of the company. When I asked him how this would happen, he also had straightforward answers:
We will practice unreasonable hospitality.
We will attempt to turn the coffee industry on its head and shift the way people experience coffee.
Again, TJ is audacious......borderline crazy. Over the thousands of conversations TJ and I have shared, these visions never get lost in the shuffle. They are a constant elephant in the room, perpetually reminding us why we do what we do. His standards are so high. He expects a lot from his team and partners, and even more from himself. He lives and breathes his dream. He's relentless!
Earlier this year, we spent weeks trying to put into words the way we approach our business. Ultimately, after many iterations, the words in front of us clicked: The relentless pursuit of excellence and the will to win. Notice how it's not about coffee, but excellence.....period. This message seemed to resonate with everyone we shared it with. Doctors, entrepreneurs, photographers, barbers, teachers, social media influencers. We were surrounded by an army of people who demand excellence, not only from themselves, but also from those who have the privilege of serving them.
Even the smallest nuances of our business get put under the microscope. Is that drink excellently prepared? Did we show joy to the customer who just walked in the door? Is the vibe of the shop on point? Are those the best lids for sipping a beverage? Is that Instagram post hitting the right mark? Does the team feel valued and empowered today? Did we show enough gratitude to those who step foot into our little world? Everything is on the table for critique. Good isn't good enough. It's the relentless pursuit of excellence in the big things and in the small things.
We aren't there yet. We aren't perfect. We still make mistakes. We're still learning. We still have a long ways to go. It's a never-ending journey, but a journey nonetheless.
We receive tons of feedback and reviews, and we appreciate all of it. Yesterday, though, we received a doozy on Google. It's creative, direct, and funny. It also gets to the heart of TJ's original vision. Here it is in its entirety:
"If you think Disney World is the happiest place on earth, then you clearly haven't been to Northern Vessel for a Cold Brew!
Better customer service than the most prestigious Michelin star restaurant, NV does it right. The coffee is expertly crafted, the employees and I do mean EVERY SINGLE EMPLOYEE, smiles and interacts in a way that makes you want to come back over and over again. Truly the brightest spot of most of my mornings.
I know what you're thinking, is this place stuffy and full of coffee snobbery; no sir. It's a super chill environment where people bask in the huge windows (when a KIA hasn't parked there, iykyk) and chat with their friends, you'll see business professionals sitting at the shared workspace typing away, and young families that pop in and out for their much needed caffeine break.
Feeling peckish? Worried that all they have to eat is some crusty vegan/gluten-free/taste free baked treat that looks and tastes like sidewalk chalk that was made in some random hipsters home kitchen? Have no fear! They serve up the best donuts from an actual donut shop, no random cat hair in your scone here, and I highly recommend the cherry cake donut, it's the best (although I do wish they had a double chocolate donut as those are my actual favorite).
All this to say if you want a great coffee, a good doughnut, and incredible customer service you can't go wrong at Northern Vessel, otherwise I hear there's new chain coffee shop opening up nearby where you can actually taste mediocrity and tears of the people that are unfortunate enough to darken its doors…"
Whatever it is you're doing today, be relentless. Keep pushing forward. Demand excellence in yourself. Know you'll fall short, then keep going. Enjoy the journey.
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