David Shomer

Founder and Coffee Expert · Espresso Vivace

Podcast host · Cited in 5 answers

About

David Schomer is the founder of Seattle's Espresso Vivace, a renowned coffee shop and roaster known for pioneering innovations in espresso technique and latte art in the United States.

Host of

Top questions David Shomer answered

• What's the best segmentation strategy for a brand with a wide range of SKUs?
  The best strategy for a wide SKU range isn't better segmentation, but SKU reduction. Focusing on the few products that drive 80% of your revenue simplifies marketing, deepens your inventory on what m…
• How do I write a product description that overcomes the top customer objections?
  There are two ways to handle objections in your copy: explicitly answering them with facts and features, or implicitly dissolving them with story and visuals. While direct answers build trust, it's t…
• What are the best elements to include above the fold on a product detail page?
  The best approach is a 'visual-first' framework where your image gallery answers the customer's top questions before they even read the title. Use infographics and lifestyle photos to show benefits a…

Signature topics

• Espresso tips and preparation
• Espresso extraction and temperature control — Customizing grinders and espresso machines with PID controllers to achieve constant water temperature for optimal extraction.
• Latte art — Developing and popularizing latte art techniques and presentation in the United States.
• Coffee as culinary art — Applying precision measurement and scientific methodology to espresso preparation as a refined culinary discipline.

Credentials

• BFA in Classical Flute Performance — Cornish College of the Arts
• Training in Metrology — Boeing's Class A Standards Lab
• USAF Electronics Technician — United States Air Force — 1974

Notable achievements

• Pioneered latte art in the United States
• Developed PID controller customization for espresso machines
• Founded Espresso Vivace — 1988

Media mentions

• Schomer is as influential in the gourmet coffee world as Starbucks CEO Howard Schultz is in the mainstream coffee industry — The Seattle Times

Links

Website · Wikipedia