Evan Hafer, CEO of Black Rifle coffee and former Green Beret (EVAN HAFER)
This article originally appeared on Forbes.com on April 5, 2018. See the original publication here.
The best entrepreneurs are like a good cup of coffee: fresh, strong, and bold.
Army Green Beret turned coffee brew master, Evan Hafer, is exactly that. As the CEO of Black Rifle Coffee, Hafer says they’re selling freedom, one cup at a time.
It’s a great tagline. You know what else? It's an incredible business. The company roasts over a million pounds of coffee per year and grosses over $30 million annually. This isn’t a veteran with a hobby; this is a savvy businessman with a passion.
Here's my 60 second interview with Evan, filmed recently at the White House.
As the CEO of StreetShares, my team and I fund America’s best veteran-owned businesses with veteran business loans and contract or invoice financing. The questions we get asked over and over again are how to break away from the crowd; how to stand out as an entrepreneur. Here's how:
“I fell in love with coffee 20 years ago,” Hafer told me. “I was the only guy who invaded Iraq with a bunch of boutique, small-roasted coffees.” Eventually, he began roasting for his fellow soldiers; they even converted a gun truck into a spot where they could grind coffee every morning.
To be a successful entrepreneur, the first thing you need to do is hone in on your passion. What’s going to make you want to get out of bed every day and hit the pavement until you can’t work anymore? If you’re not passionate about your business, why would anyone else be? Find out what drives you, then figure out how to make money doing it.
Hafer told me, “When I got back from the Middle East, all I wanted to do was roast.” That’s exactly what he did.