Northbank roast in a railway arch and sell online and over a counter. The counter conversation was excellent. The account was a grid of latte art.

We put a phone on the counter. Every week one of the roasters answers one real question that came in over the weekend, in ninety seconds, unscripted, with the bag in frame. Nobody writes a script and nobody does a second take.

Social went from a rounding error to just under a third of direct revenue inside a year, and the subscription list grew faster than the follower count, which is the number they actually cared about.