What a Cultish Coffee Gizmo Says About 21st Century Capitalism

Alan Adler, the 85-year-old American inventor of the AeroPress, has gained a cultish following worldwide since its launch in 2005. The coffee maker, which looks like a big plastic needle-free syringe, has become a staple in various countries, including Australia and Australia. Adler’s success can be attributed to his disregard for conventional wisdom about running a successful business and workplace.

Adler’s marketing strategy was unconventional, as he didn’t consider the need for a large advertising budget or the need for a large advertising budget. Instead, he focused on spreading the word through online forums and sending the device to coffee enthusiasts. Within three years of its launch, fans had set up the World AeroPress Championship, a contest to see who could brew the best AeroPress coffee. By 2014, Adler said he was making about 500,000 AeroPresses a year and demand was growing by about 40% annually.

Conventional profit-maximizing logic might have led Adler to make the AeroPress in China, increase its price, and replace expensive staff with cheaper ones. Instead, he stuck with the Californian factory he had always used, and today, the price of the original AeroPress model is still below $40. Adler didn’t think about making the product more expensive, simply using the pricing formula he had used for his sport toys.

Adler’s small business staff worked there until retirement, to his satisfaction. He also didn’t pursue a commerce degree, an MBA, or any other degree at all. Instead, he embraced the joyful experience of learning and became an engineering instructor at Stanford. In 2021, with retirement on his mind, Adler sold most of his business to Canada’s Tiny Capital firm, retaining a minority stake. This left him with “more money than I need” — enough to support medical research at Stanford and buy Ethiopian Yirgacheffe as much as he likes.

In summary, Alan Adler’s success in the AeroPress coffee maker is a testament to his innovative approach to business and the importance of proper use of technology. His success is a testament to the power of innovation and the importance of embracing the joy of learning.

Read More @ Financial Times

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