In this episode, which was recorded at the caddilac house in New York City, I spoke with Jon Rubinstein is the founder of Joe Coffee, consistently ranked one of the best coffee shops in New York City. In this interview, we talk about how and why he decided to create a coffee shop in New York City, where Starbucks had a large footprint, the most critical review he ever received and how he handled it, what goes into sourcing coffee beans, why he expanded Joe, and how he thinks through the customer journey, and of course, how he focuses.