Major Cohen grew up with coffee, was a passionate consumer and hobbyist, mentored by George Howell in the 70's and went on to have a 25 year career with Starbucks from the age of 45. He subsequently left Starbucks during the pandemic and wrote the essential foundational coffee book - Coffee for Dummies. Join Andrew and Tibor in this conversation with Major. His experience with Starbucks is full of valuable lessons and gives us a fascinating insight into the incredible growth of Starbucks from 100 to 25,000 + stores. In this episode we cover: Trends in coffeeImportance of vision and mission in managing change in dynamic organisations and industry - how do you adapt as a professionalInfluence on Starbucks on 3rd wave and vice versa - coffee as a taste experienceReserve programReserve Roastery - keeps Starbucks grounded in coffeeThe miraculous element of great trainingEmployee engagement in scaled businessesThe challenges of trainingThe importance communicating on people's levelHow Coffee for Dummies can be used by coffee professionals Coffee for Dummies by Major Cohen https://www.dummies.com/book/home-auto-hobbies/food-drink/coffee-tea/coffee-for-dummies-282727/