I’ve been watching yet another meme pass around on Facebook, this time about the “hazardous chemicals” inside of a popular coffee brand’s pumpkin spice latte coffee drink. There have been opinions offered on all sides of the debate about whether X chemical is healthy or harmful, whether X ingredient is in the drink or not (and if it’s a retail product vs. an intended for home purchase or not).

Storyville Coffee

What astonishes me is this: very, very few people ever see either the article or commentary and say, “Well gosh, I can do better than that. I’ll make my own.” Pumpkin pie spice is as old as… well, pumpkin pie. Here, take a look at what constitutes pumpkin pie spices, based on about 5 minutes of Googling:

Dry Goods

  • 4 parts cinnamon
  • 3 parts ginger
  • 2 part nutmeg
  • 1 part allspice
  • 1 part cloves
  • 1/4 part salt

Wet Goods for something like a pumpkin spice latte

  • 4 parts honey

You’ll need high quality spices from the store or Amazon, especially if you have specific dietary needs. Mix the above ratios in as little or as much as you need. Because spices oxidize quickly, only make as much as you need at any given time, especially if you’re grinding your own spices. If you seal the dry goods in an airtight container, they’ll stay reasonably fresh for a couple of weeks. Your best bet is to mix the ratios of whole spices, bag those in little containers, and then grind on demand. Note that there is no pumpkin in it because it’s assumed you’d use pumpkin spice on pumpkins.

Now, bear in mind, I’m not a professional chef. I’m not even an amateur chef. I’m a marketer, a marketing technologist, a hacker (in the most ethical sense of the word). That means when I see something, the first question that leaps into my mind is, “How can I do that?” How can I reverse engineer it, figure out how it works, what makes it tick, and ideally, improve upon it?

If you find yourself saying, “How hard can that possibly be?” and wandering off to experiment with things, if you’re not afraid to fail frequently and spectacularly, then you have one of the most powerful traits of those who are successful in marketing:

You’re curious.

Curiosity is an incredible personality trait. It drives you to want to know more, to want to discover more, to seek out new ways of solving old problems and to understand as much as you can about what interests you. Curiosity is what transforms a marketer from average to awesome, because the more curious you are about your business and the industry you operate in, the more effective you will be at marketing what you do. Curiosity is what defines marketers and marketing technologists; we want to understand how something works so that we can make it better.

So whether it’s pumpkin spice memes, ice buckets, or whatever the issue of the day is, get curious! Explore, challenge, and expand your boundaries and knowledge. You, your career, and your company will be richer for it in so many ways.

Oh, and enjoy the pumpkin spice recipe.


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