Better Means: The Authority You Didn't Choose

In specialty coffee, we have no shortage of recognized authorities — known globally and locally. Competition champions, judges, trainers, Q Graders, and other distinguished figures of our industry and quality control. Among them, many genuinely helpful ones — influencers, podcasters, bloggers, YouTubers. Some build their authority over years; others go viral overnight on your phone. They share tips, post recipes, grow audiences, and lead by example on social media. They are often very helpful. We listen to them — we admire them, sometimes we envy them. We measure ourselves against them.

And then there are the authorities outside the coffee bubble. A sprawling catalog — prominent politicians, statesmen, priests and priestesses, towering figures, including historical ones. Celebrities, actors, musicians, people with reach. Teachers and family members.

Think about it — who are your authorities? Name them. Ask yourself why.

And maybe — are you someone's authority? That is a responsibility.

I have my own authorities — a few philosophers and socio-political practitioners, the Pope, someone from my family. In coffee, I respect many people and consider them exemplary in what they do.

I understand, though, that the power and agency of authority is seductive. Following authorities is woven into modern societies. Sometimes the law requires it. Or our pragmatic interest in the coffee industry.

Freedom from Authority is not about having no authorities. This value of The Better Coffee defines freedom from the external pressure of following them unreflectively. It is the refusal to accept imposed authority — through law, social media, or industry distinctions handed out at sponsored competitions. Freedom from Authority means rejecting any obligation to live, cooperate, or act according to another's will or power.

In The Better Coffee Endeavour, the voluntary choice to follow someone's moral or practical guidance is part of what it means to be free — and to be a person with dignity.