Let’s start with a question: why do we overcomplicate coffee roasting—or at least pretend to?
Is it because we think complexity equals mastery? Or are we afraid of looking less skilled if we admit it’s not rocket science? Maybe we’ve just been told that “real roasting” should feel hard.
Whatever the reason, this mindset holds so many people back. Coffee roasting isn’t brain surgery. It’s a skill—one you can learn, practice, and master. Yes, it requires effort and precision, but it doesn’t have to be overwhelming or unattainable.
My goal? To help you demystify roasting and see it for what it is: a practical, achievable craft. And along the way, I want to show you how the Pareto Principle—or the 20:80 rule—can transform not just your roasting, but your entire approach to coffee and business.
Here’s the thing about the Pareto Principle—it’s not a hard-and-fast rule.
It’s a simple concept: 20% of your efforts produce 80% of your results. The actual percentages don’t matter. Sometimes it’s 15%. Sometimes it’s 40%. What matters is realizing that a small fraction of your actions will drive the biggest impact.
Now, let me be clear: the Pareto Principle isn’t about cutting corners or delivering mediocre work. It’s about focusing on what matters most—those key actions that truly move the needle—so you can avoid wasting energy on things that don’t.
Whether you’re roasting coffee, brewing a cup, or starting a business, efficiency and balance will take you much further than chasing perfection. Let me show you how this works in real life.
As coffee professionals, we’re guilty of obsessing over what we think is the perfect cup. I’ve been there—tweaking roast profiles and dialing in brews until everything was exactly how I wanted it. But here’s the truth: what you consider perfect isn’t necessarily what your customer wants.
For example, I’ve worked with students who spent weeks creating intricate, complex roast profiles. They poured their heart into balancing every flavor note and nuance. But when they brought their coffees to market, their customers gravitated toward a simpler, more approachable cup.
This was a humbling realization: you don’t need to roast coffee to impress yourself or your peers. You need to roast coffee that resonates with your audience and keeps them coming back. Coffee roasting is about connection, not ego.
So the next time you’re working on a blend or profile, ask yourself: are you doing this for your customers—or for yourself?
“So the next time you’re working on a blend or profile, ask yourself: are you doing this for your customers—or for yourself?”
If you’ve been in the coffee world for a while, you’ve probably heard about development percentages, metrics that sound like they belong in a math textbook. Let me be honest: they often confuse more than they help. After teaching over 200 students in the past 3.5 years, I’ve realized that percentages are one of the biggest stumbling blocks for new roasters.
Here’s why. If you tell me the temperature change from first crack to the end of the roast (drop), I can deduce your final roast color. If you tell me your development time, I can predict the roast profile even better. But if you give me a percentage of development time? Good luck. It adds an extra layer of math that, for most new roasters, is unnecessary and overwhelming.
I know this might sound controversial, and I’m fully aware that some industry “cool kids” might disagree. But I’m not saying this because I have issues with development percentages—it’s because most students do. Coffee roasting doesn’t need to feel like calculus. If you focus on the key variables—development time, rate of rise, and endpoint temperature—you can create exceptional roasts without losing your mind.
Think of it like tuning a guitar: development time is the string tension, rate of rise is how fast you turn the pegs, and endpoint temperature is the note you’re aiming for. Too tight, and the string snaps. Too loose, and the sound is flat. Nail these, and your roast will sing.
“I’ve realized that percentages are one of the biggest stumbling blocks for new roasters.”
Coffee is already complex. Every bean has its own story—its terroir, processing, and unique characteristics. If you start adding too many variables during roasting or brewing, you’ll lose control of the process.
My philosophy? Don’t play God with coffee. Respect the bean, and let it tell its story.
Why do we keep falling for the hype? Why do we think the latest gimmick is the answer to our coffee prayers?
In many cases, it’s fear—fear of being left behind, fear of missing out, fear of not looking like a “real coffee enthusiast.” Sometimes it’s just clever marketing convincing us that our coffee isn’t good enough unless we buy this one thing.
But here’s the reality: no gadget can replace skill, knowledge, and good ingredients. The foundation of great coffee is simple, and it always will be. Once you embrace that simplicity, you’ll be amazed at how consistent—and delicious—your coffee becomes.
Keep it simple. Focus on the fundamentals, and let the coffee shine. Simplicity isn’t a shortcut—it’s a strategy
“Simplicity isn’t a shortcut—it’s a strategy”
As a coffee business owner, you’ll wear a lot of hats—roaster, marketer, barista, accountant, and maybe even plumber (trust me, it happens). If you pour all your energy into perfecting one area while neglecting others, you’ll stall your progress.
When Peter and I started our Green Plantation roasting business, we spent way too much time obsessing over roast profiles, blends, and the wording on our website. Some decisions dragged on for weeks, and many never materialized. We were chasing this mythical idea of perfection, wasting our precious time.
This didn’t just happen at the start. Even when we were operational, we focused so much on small details that the important things—like getting our first customers and building relationships—stalled.
It wasn’t until we shifted gears and balanced product quality with outreach and branding that things started moving. Suddenly, we got our first customers, connected with our community, and felt like we were building something real.
The takeaway? Efficiency beats perfection every time.
So, why do we do it? Why do we make coffee roasting harder than it needs to be?
In my experience, it’s often fear—fear of being judged, fear of failure, or fear of not being seen as “legit” in the industry. Sometimes it’s ego; complexity feels like a badge of honor, a way of signaling expertise. And sometimes, it’s simply because we’ve been told it should be hard.
But here’s the truth: simplicity isn’t a weakness. It’s a strength. When you strip away the noise, you gain clarity, control, and confidence. You stop roasting to impress others and start roasting to connect—with your coffee, your customers, and your own goals.
“…Sometimes it’s ego; complexity feels like a badge of honor, a way of signaling expertise…”
You don’t need a PhD or years of overthinking to succeed in coffee roasting. You just need clarity, focus, and a willingness to learn. The skills you need are teachable and repeatable. By embracing efficiency, simplicity, and the Pareto Principle, you can build something incredible—whether that’s a coffee business, a new career, or simply a deeper appreciation for the craft.
So, what’s stopping you? Whether you’re roasting your first batch or considering launching your business, take the first step. Your coffee journey is waiting—go make it happen.
Author :
TM CoffeeIs.Me
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So much of this applies to many areas of our lives. Overthinking yields results that can often be stiff and lacking in the possibilities of discovery.
Thanks for trying to calm us down (not easy when we’re caffeinated 🙂 ).