Joe Rogan Experience #1546 - Evan Hafer & Mat Best

Founding Motivation

Evan Hafer and Mat Best share the personal motivations behind founding Black Rifle Coffee Company. Evan's passion for coffee began in the late 1990s, inspired by a barista, and continued through his military service, where he roasted coffee even in challenging environments 1. The transition from military life to entrepreneurship was driven by a need for emotional transformation and a desire to find fulfillment outside of his previous roles 2. Evan emphasizes the importance of personal evolution, stating, "I just wanted to find how to be happy and fulfill myself outside of being a commando or a CIA guy" 3.

   

Business Strategies

The business strategies of Black Rifle Coffee Company are rooted in authenticity and a strong mission focus. Mat Best describes their approach as avoiding "ivory tower syndrome," emphasizing radical transparency and mission-driven work 4. The brand resonates with customers by supporting veterans and first responders, creating a community that values more than just coffee 5. Evan Hafer highlights the importance of maintaining an authentic company culture, stating, "I love going to work there. I would hate to go to work in a really, in a corporate environment" 6.

   

Community Impact

Black Rifle Coffee Company significantly impacts veteran communities and challenges societal norms. Evan Hafer criticizes the military-industrial complex, advocating for transparency and accountability in military engagements 7. The company fosters camaraderie among veterans, with Mat Best recounting humorous stories of their coffee obsession during military service 8. Evan's dedication to coffee is evident in his meticulous approach, as he humorously notes, "I was roasting coffee on my stove and going way down the rabbit hole" 8.