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Entrepreneurs buy coffee in a take-away cup

  • By Alan Knott-Craig
  • September 9, 2015

1 coffee


Nassim Taleb in Anti-fragile talks about the importance of optionality. In an increasingly volatile and uncertain world, you want to always have options.


That’s why an entrepreneur should always order a take-away coffee, even for sit-down meetings. Other than the consistent taste of coffee out of a cardboard cup, a take-away gives you options.


What happens if you feel like walking and talking?

What happens if there’s a fire alarm?

What happens if you want to pretend to go to toilet but in fact rapidly exit the building to escape person you’re meeting?


If you use a regular coffee mug, you’re trapped. Faced with a choice to abandon coffee or do what you don’t want to do, most people will go with the former.


Take-away coffee gives you options.


Entrepreneurs need options.

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