Thinking in Latitudes: Depth Is Only One Direction

Nitrogen is what gives Guinness its surge and its dome. Fifty-four years later, a food scientist in Portland put the same gas into cold coffee, and nitro cold brew became a category. Nobody had hidden the pattern. It sat in the beer trade press for half a century, in an industry no one in coffee had any reason to read. Coffee people read coffee reports. Beer people read beer reports.

We are taught to look for the future close to home: among our competitors, our customers, and the prevailing ...