Congratulations and Thank You!

Thank you for making the time to take my quiz, “Which of These 5 Coffee Brewing Mistakes are YOU Making?”

My name is Joseph Robertson,

I own and publish Extracted Magazine, which is all about the craft of coffee. I am on a mission to see 1 million people enjoy the craft of coffee as much as I do, so we can transform the world and the people who make coffee possible.

I created this quiz to help you jumpstart your journey with the craft of coffee.

So let's get to your results!

Which of These 5 Coffee Brewing Mistakes are YOU Making?

Based on the information you’ve shared and the little I know about you and your situation …

The mistake you MIGHT be making, is known as “the mere exposure effect.”

Let me explain what this means …

“The Mere Exposure Effect”

I can see from the way you answered the quiz that you care a lot about the craft of your coffee. 

You are meticulous in your brewing methods, you get fresh coffee, you grind it before you brew, and you even take care with your water – something a lot of people miss.

You actually brew coffee at home really well.

You’ve mastered the core fundamentals.

I can't claim to know much about you beyond this point.

But I CAN tell you …

After publishing a magazine about coffee for 8 years, personally speaking with tens of thousands of people around the world … 

One of the most common sticking points when it comes to advancing further into the craft of coffee,


And it’s all about personal perception.

The Mere Exposure Effect is actually a cognitive bias which says that we tend to develop a preference to things which are FAMILIAR.

And for most people who get to this point enjoying coffee, that familiarity STOPS them from getting further into the world of craft coffee.

The thing about coffee is

It has such a depth of taste and aroma experience, presentation, history, and so many other things, alongside being ubiquitous …

Most people have the experience of believing they know what the best coffee in the world is, and for them it’s what they are drinking right now.

I can’t tell you how many times people have told me this and I’ve tried the coffee only to find – to my perspective – its rather mundane, or I can taste char, or other defects like rubber, grass, staleness, etc.

This isn’t to judge anyone’s tasting ability or perspective. 

This isn’t about being right or wrong. 

If you really desire to advance your enjoyment of coffee beyond just brewing it well …

You MUST acknowledge that there is NO end to the amount of learning and discovery you can go through in coffee.

Right now you are at a crossroads. 

All the doors of possibility are open to you. 

Will you walk through? 

Which path will you take?

The world of craft specialty coffee doesn’t end with brewing coffee well at home, this is merely just THE BEGINNING.

It wasn’t until I discovered what great coffee can actually taste like, that I found an entire world hidden behind every coffee cup I’ve had. 

A world filled with wild crazy dedicated and enthusiastic people who are driven by a powerful connection to what is legendarily known from the world’s original coffee merchants in Yemen as “The Wine of the Bean.”

I’m telling you this because I want you to understand that now, you are merely at the opening of a door. 

It’s up to you to step through that door and pursue, explore, and discover all that there is in the world of craft coffee.

How many different origins have you experienced? 

How many different varieties? 

What about the same varieties from different origins? 

What about brewed on a Kalita Wave, a Chemex, as Espresso, in an Aeropress, or a dozen different other possibilities?

Do you know what sort of coffee is the best coffee for you, based on your own taste profile?

Natural or washed? 

Do you prefer coffee brewed at 18:1 or 16:1? 

Do you prefer more concentrated forms which are then diluted? 

Do you most appreciate the intricate flavors which are coaxed out and nuanced through the addition of small amounts of properly steamed milk?

I can go on and on. 

There’s a million different aspects to craft specialty coffee, and enthusiasm for coffee, coffee connoisseurship, these go far beyond just brewing coffee well.

So you might be thinking no “fine, well what steps do I take them to move forward with my enjoyment of coffee?” You might even be wondering “how do I really become a coffee connoisseur?”

The thing about coffee which you don’t realize until you’re deep into it …

Is that coffee is SO complex, and involves so many people.

In order to enjoy it on an every day basis like I do, and other professionals do, you must have: 

– A connection to the specialty coffee community
– An understanding of how to brew coffee well no matter what it is or how you’re brewing it
– Knowledge of what GOOD coffee actually is, and how to find it
– An understanding of your OWN taste profile, why you enjoy certain coffees over others, and how to use that information to help you consistently find the best coffee for YOU
– The knowledge, experience, and ability to SHARE your understanding with others, and bring them along the ride with you (because honestly, coffee is not a solo pursuit, it’s about people)

These are the very reasons I started the Extracted community, after spending half my life thinking coffee was a disgusting bitter brown water, and the “enjoyment” of it was about getting used to something you didn’t actually like the taste of.

Then one day an enthusiastic barista showed me how coffee doesn’t have to be like that. 

Through this random experience I discovered an entire world I never knew existed, and was initiated into one of the greatest crafted experiences humanity has ever created. 

I left that experience wondering aloud to myself “WHY DID NO ONE TELL ME THIS BEFORE?”

So I spent the next 8 years building Extracted and helping other people become initiated just like I did.

In this time I’ve taken a whole world of experts knowledge and distilled it down into a comprehensive deep dive on the world and craft of coffee. Whether you want to just make the best darn cup of coffee of anyone you know every day, or you want to go deep into the world of coffee connoisseurship, 

I am putting together something new and special …

But it’s not ready just yet to be released.

If you’d like to get in on my special Founding Member’s deal,

Click here and sign up to be notified.

By email I’ll bring you a bit more into my world of the craft of coffee, and you’ll hear directly from me when my new program is ready to launch.