It’s Not About the Coffee

 How I went from training employees to shepherding people. My wife and I are the owners of the Dutch Bros. coffee locations in Spokane, Washington. In the early stages of running Dutch Bros., my management approach was pretty typical: train staff to do their jobs better. Over the years I’ve learned that although training people to do their jobs is important, it is not the most important part of leading. In the early months of our coffee business, I had an experience that made me question my leadership style. I was working in our first Dutch Bros. location, pulling...

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