Nowadays, with the world becoming more and more digitalized, many people are looking for new ways to promote their business. One of the most popular ways to do this is through
How do you like your coffee?
Years ago, I would’ve easily settled for Nespresso. It’s fast and easy to prepare, it tastes good, and it does the trick! Pop in a coffee capsule and – voila! – you’ve got yourself a nice cup of coffee to keep you going for the rest of the day. No fuss, hassle-free coffee. Just like how I liked everything else in my life at the time.
However, I’ve recently developed an insatiable taste for filtered coffee. My favourite is V60 Pour-Over coffee which delivers a distinct, high-clarity flavour that’ll do more than just keep you awake. Unfortunately, it’s incredibly tedious to make. If Nespresso is fast and convenient, then V60 Pour-Over coffee is the exact opposite.
Let me break this process down for you:
Filtered coffee is prepared using a V60 coffee paper and involves several steps. First, you need to fold the paper filter into a cone which you pop into the filter paper holder. Rinse the filter by pouring hot water through it and into the vessel that’s sitting under the V60 filter holder. Place your coffee grounds in the cone and gently shake it flat.
Once done, start your timer and pour in 50g of water, making sure to cover all the coffee to make it bloom. After 30 seconds have elapsed, you’ll have to pour in another 100g of water in concentric circles straight into the coffee. Once you hit the 60-second mark, you add another 50g of water, and once you hit the 90-second mark, add another 50g. By the end of 90 seconds, you’ll have poured a total of 250g of water (yes, there’s math involved!).
Let it flow until it slows to an occasional drip. Within the next 2 to 3 minutes, you’re left with a light-bodied but flavourful brew — something that’s so good it’ll leave you wondering why you ever had boring, predictable, easy-to-prepare Nespresso in the first place.
So, what am I getting at with all this talk about coffee?
Well, for the longest time, I was content with doing things the Nespresso way. During my time in the corporate world, I was expected to work as efficiently and as quickly as possible. There was no time mull things over or second-guess yourself. I was happy just churning out content as long as it did the job and I was making my deadlines.
Unfortunately, while I was good at my job then, I often felt like I wasn’t being true to myself with the work that I was putting out there. Deep inside, I knew I had so much more to offer and that I just needed the right avenue to present my ideas. Eventually, I up and left my stable corporate job in pursuit of something I was totally uncertain of at the time.
Today, I’m a filtered coffee type of guy, both literally and figuratively. I’ve come to realise that the best ideas take time and while being efficient has its perks, being able to master your craft is ultimately more rewarding. Like how great coffee takes time, so do great things.
At If & When, our raison d’être // reason for being // centres on our love for storytelling. Through meaningful imagery that is equally engaging as it is impactful, we work with you in showcasing and broadcasting the very best of your ideals.
Utilising, leveraging, and often deconstructing the current digital & social platforms, while keeping our eyes set on the mediums to come—we craft, curate & manage your brand informs that reach, captivates & persuades your audience.
We are writers, editors, directors & actors designed to draw the world to all that you can imagine and to the journey you leave behind.
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