Why do we try so hard?
I have one of those kinds of minds that always wants to improve. After taking a early version of StrengthsFinder test, I found out that one of my attributes is a refiner; someone who is constantly looking to improve on the past for the future. It has its drawbacks, like focusing on something too long that you never see it fully materialize in time. Everyone has been late out of the box, but if you late too often, it weighs on you.
Another aspect of this is my fascination with design. I love structure, but I like to have some application. When done well, I am curious and captivated. Architecture, Furniture, tools, products, art, websites, and on and on…You get the point. I love things that are well done.
Well done. So what?
Even the best things, done well, are fleeting. Referring back to Apple, that piece of equipment you were wowed and in awe of a year ago, just got trumped by a new release. Innovation breeds obsolescence (I learned that word in real estate; the base of it is “obsolete.” In real estate something can be functional or even aesthetically obsolete, which rings true throughout culture).
The best companies know this and try to anticipate it. As a TV series I watched growing up (thanks to my brother) said in one of it’s final lines, “All good thing’s must come to an end.” I’d and “that man has made,” but that’s being picky. SO what? Why make things that will tarnish and wear? Why try to make great products if they only are eclipsed or have a narrow window for adoption before the next version is released…possibly NOT by you or your company?
The Point
Just watch the Apple Keynote for about 15 minutes, and you will see my point. My niece, along with a few friends’ kids I know, have autism spectrum disorder. The release of the iPad has actually helped, and in some cases mitigated some of the effects we often see in kids with autism. That’s important. That hits to something lasting and of value far beyond the product cycle or features that so often become obsolete.
I am not trying to make a company that turns profits. That would be nice, though, so buy now 
! I want make products that people will love and interact with to enhance and engage their lives more deeply than they did before they had Noble Brand products. How is that possible? Well, Apple’s products basic purpose are to allow a user experience that gets technology out of the way so that you can experience, create, and enjoy something more meaningful. Apple knows it is only a tool, so make that tool be the path of least resistance for the customer to get to their intended goal.
Noble wants you to enjoy, share, observe, and advocate the noble causes you support, and our coffees and other products will be the conduit for that. This is what makes me work and refine. So that you can experience something more substantial and lasting than the simple pleasure of fine coffee. Because that cup fed a child today. It allowed someone to teach other person that they are valued in the world and can lift themselves out of poverty, no strings or guilt attached. A product should allow you to reach for something more lasting and beneficial, something worthwhile in the human experience that contributes meaningfully. That’s the secret to my drive, not the caffeine.
