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How Sage make your coffee taste better using BS

A couple of years ago I fell in love with coffee on a trip of a lifetime to Australia.

I'd never drunk coffee before then. Something about the Aussie way of life and their deep, deep care in making f*****g good coffee tickled my tastebuds and I became a devotee.

Naturally, I then bought a pretty decent mid-range Sage coffee maker.

And like a lot of brands who realise the power of Behavioural Science, Sage have built it in to their machines.

☕️ The bean grinder that grinds your own beans.

☕️ The little "grind size" cog that makes you feel like a pro.

☕️ The tamper that's arm driven.

☕️ The manual dose dial that screams "expert level".

☕️ The titanium-esque extra for disregarding excess coffee grinds that looks like something Patrick Bateman would drool over. Totally unnecessary, effortlessly cool.

All these little accoutrements are designed to make you feel like you've single handedly crafted the coffee yourself.

As if you've flown a private jet to the foothills of Cambodia, planted, grown, and harvested the beans with your own God-given hands.

And this is the epitome of the IKEA effect.

A cognitive bias whereby people place greater value on something they've in some way created themselves.

So simple. So powerful. So many possibilities for brands.

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