The start-up journey is a wild one. In the early years, there’s no shortage of enthusiasm and optimism—often mixed with a healthy dose of naivety. Everything feels new and exciting, and external inspiration is everywhere. But as time goes on, I’ve learned that the real kind of inspiration—the kind that lasts—needs to come from within.
Of course, even with all the internal drive in the world, we still need the occasional reminder of why we do what we do. The tricky part? Those reminders can show up in unexpected ways. Since returning to Edinburgh after some time away on a working holiday, I found myself stuck—unsure of what to write this blog about, and uncertain about how to translate all the inspiration I’d gathered into day-to-day work.
Strangely enough, my spark came from a broken cup.
Not just any cup—my favourite Patagonia-branded KeepCup. It was given to me on the day we launched Common Coffee at London Coffee Festival by someone who was a stranger at the time, but has since become a good mate: Jack Ravenscroft. (Check out his green coffee tales on our podcast Bed of Roasters—he’s on one of the first episodes.)
My initial reaction when I dropped it? A loud, internal AHH F**K. I was mid-chaos, rushing to help fix a broken espresso machine. But as I bent down to pick up the shattered glass, I started thinking about what that cup represented—why it mattered.
For those who know me, my love for Patagonia is no secret. But it goes deeper than the gear. Reading about Yvon Chouinard’s journey as Patagonia’s founder has shaped so much of how I think about business. His belief that business can be a force for good—both for the planet and the people it serves—resonated deeply.
Before I even started Common, I’d read Let My People Go Surfing, a book gifted to me by a staff member in the Patagonia Munich store (maybe he could sense the obsession). It was that book that inspired me to sign up to 1% for the Planet—a bold move for a brand-new startup still finding its feet.
That early commitment was more than just symbolic. It’s part of why we’ve used an electric roaster from day one, powered by 100% renewable energy. These choices remind me that Common exists for more than just coffee. We're here to create something meaningful, sustainable, and values-driven.
These days, a lot of my inspiration comes from within—from long-held beliefs about the role of business in the world. When I stay healthy, live in balance, and keep perspective, I find that motivation flows naturally.
Still, Common isn’t just my vision—it’s a team of passionate people, all working together to bring it to life. So during my recent trip, I spent time refining what we stand for—where we’re headed—and how we communicate that.
Our vision moving forward is this:
To create engaged coffee communities with a global reach.
It’s bold. It’ll take time—maybe a decade or two—but we believe in it.
Of course, when you’re running a small business with a big dream, it’s easy to get overwhelmed. What do I focus on today? How do I balance the now with the future? I’m learning that the best thing to do in these moments is to stop. Reflect. Ask:
What brought me here? How are these small experiences connected? Am I still living my purpose?
Writing these blogs helps me process those thoughts. What I’ve come to realise is this: don’t underestimate the small things. Every broken cup, book, conversation, and decision adds to the bigger picture. And when your goals are big, the best way to reach them is slowly, and with purpose.
So, of course, I couldn’t leave California without a visit to Patagonia HQ in Ventura. I picked up Yvon’s latest book, The Future of Responsible Companies—a fitting read for where we are now. Because creating something meaningful takes time. And the really good stuff? It’s often multi-generational.
