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Opinion

FLTR Magazine’s opinion section explores specialty coffee through thoughtful commentary, industry analysis, and honest perspectives on cafés, coffee culture, consumer behaviour, equipment, trends, and the business of coffee.

Opinion, Shops

Seven steps to effective café messaging

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Donald Miller’s StoryBrand framework helps direct-to-consumer brands, especially coffee shops, communicate effectively by positioning customers as heroes and businesses as guides. The article details seven steps for clarifying messaging, addressing customer needs, and fostering loyalty, emphasizing simplicity and empathy to enhance café marketing and deepen customer connections.

July 26, 2025
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News, Opinion

This is why I created The Home Barista Show

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Specialty coffee has become a world of jargon, gear, and gatekeeping. It’s alienated the one person it needs most—the average consumer. This FLTR Magazine article is a heartfelt call to reclaim coffee’s joy, simplicity, and accessibility. And if you agree, there’s a place for you: The Home Barista Show.

June 12, 2025
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Opinion, People

Max Büsser on time, fatherhood, and the beauty of being misunderstood

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Max Büsser, founder of MB&F, has redefined modern watchmaking with his fantastical Horological Machines and fearless approach to creativity. In this candid interview for FLTR Magazine, he reflects on risk, fatherhood, failure, and the emotional solitude that often accompanies innovation. Revered in the industry and winner of countless awards—including multiple GPHGs and the Gaïa Prize—Max remains grounded, generous, and introspective. This is more than a conversation about timepieces—it’s a window into the mind of one of horology’s most imaginative visionaries.

June 2, 2025
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