When you pioneer an industry, how can you continue to stay disruptive for generations to come? Just ask Peet’s Coffee, the over 50-year-old coffee company fighting to stay relevant and appeal to craft coffee-chugging Millennials.

Over fifty years ago, Alfred Peet opened the very first Peet’s Coffee shop. The year was 1966, when coffee from a can was the norm. From his shop in Berkeley, Calif., the Dutch immigrant began hand-roasting coffee beans in small batches, creating bold and complex blends that were unlike anything in the American market.

That was the beginning of the specialty coffee movement.

Today, the question at Peet’s Coffee is how to keep ahead of that movement while staying true to its brand. As demand for specialty coffee has exploded, so has the competition.

Here are 5 key lessons from Peet’s entrepreneurs can use as they look to grow their business. Continue reading →