S2E6: Why it Matters That Your “Flavor” is Different from Everyone Else
Tyler Ornstein joins us today for a lively discussion you are sure to enjoy, especially if you are a business owner or entrepreneur. Tyler shares what makes him shine and why it is important to support others that cannot always support themselves. He shares how he found his golden pearls of wisdom in looking deep inside to make sure he was not only growing personally and professionally but in helping his community. It’s about coffee. Join us and learn more about his product and how they are not only helping others with job placement but helping their gut too. And we are not talking about intuition!
Guest Bio
Tyler Ornstein loved the taste and smell of coffee since his first sip at 14. On the other hand his father did not as it upset his stomach. One day Tyler asked if he could make a coffee that both of them could drink. In 2006, at sixteen years old his father asked him a simple question “What is the second largest commodity item in the world?” He had no idea but after a little research he found that the first was oil and the second was coffee. His father (a bio-chemist) had designed a propriety computerized Z-Roasting system and figured out how to roast the bean perfectly without letting the tannic and lipid acids form, which often wreak havoc on those with GI problems from indigestion, bloating and heartburn to tooth enamel decay. Knowing his love for the drink, his father then presented him with a 2oz. silver bag of acid free coffee. Tyler then agreed to sell them with a natural entrepreneur spirit, setting off door-to-door on his bicycle with a backpack full of silver packs. After he sold the first couple of cases his father knew he was serious and had 10 more cases made. Tyler continued selling the coffee to friends, family and neighbors, and from there “Tyler’s” Coffee was born. It has since evolved into a full warehouse, a team, 80% growth every year with 2,000,000 cups sold, distribution in 60-80 independent grocery stores across the United States and was even the preferred coffee of the 2008 Academy Awards.
Social media links for Tyler Ornstein:
Facebook – https://www.facebook.com/TylersCoffee/
Instagram – https://www.instagram.com/tylersacidfreecoffee/
Twitter – https://twitter.com/tylerscoffees
Website – https://tylerscoffees.com/
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Transcripts
Dr. Allen Lycka
Hi, I’m Dr. Allen Lycka. And today we’re going to be talking to you about life, laughter and lattes. I’m going to I’ve got a real special guest from Tucson, Arizona. His name is Tyler Ornstein and Tyler is a very interesting character. Because he started in the coffee business when he was knee high to a bull frog. He was selling coffee door to door at the age of 17. But he has turned this not only into a business which he does very well, but a social enterprise, in which he supports the citizens of his hometown Tucson, Arizona, in such a way that is beyond belief. So, Tyler is on this for that reason, Tyler. Hi, how are you today?
Tyler Ornstein
I’m doing great, Doc. How are you doing?
Dr. Allen Lycka
I’m doing fantastic. I couldn’t ask for anything better. You know, for me. I almost died or was told that I should die back in 2003.
Tyler Ornstein
Wow.
Dr. Allen Lycka
So, every day to me on this planet is a bonus day. And my story is that I was misdiagnosed with ALS Lou Gehrig’s disease back then, you know some well-meaning neurologist told me I had six months to live. Get your affairs in order, he said, and I, I literally told him, is there a way to prove this diagnosis? And he said, Sure, on autopsy.
Tyler Ornstein
So yeah, you had Lewy body dementia.
Dr. Allen Lycka
Well, a disease called Lou Gehrig’s disease. It’s a disease that affects the lower part of your brain that if it continues, you eventually stop breathing. And so on.
Tyler Ornstein
Yeah, cerebral cortex.
Dr. Allen Lycka
Yeah. Well, it’s the part called the lateral spinothalamic tracks, which is okay, in that it is way down by the brainstem, and it’s a progressive disease. But thank goodness he was wrong because that was 2003 And it’s now 2020 and I’m still doing amazing. And I was one of the top cosmetic doctors in the world for over three decades being able to do amazing things pioneer, doing things with lasers with, with things that people did not know. So last year, I stepped away to help serve people more and I wrote a little book called The Secrets To Living A Fantastic Life. Which is out there right now, and it became a best seller during this pandemic of 2020.
Tyler Ornstein
Now I can believe that I can absolutely believe that.
Dr. Allen Lycka
People said you can’t sell a book in the great pandemic. And I said, watch me it’s gonna do it. But not only that, I wrote another book with Jack Canfield that came out.
Tyler Ornstein
I know Jack.
Dr. Allen Lycka
You do? good, good. He wrote Chicken Soup for the Soul. Over 200 million books were out there. And Jack asked me to read a chapter in his book called The Pillars of success.
Tyler Ornstein
Oh Wow, yeah. Wow, I’m talking to some royalty here.
Dr. Allen Lycka
So, I’ve got two bestsellers in great pandemic of 2020. And I’ve got a third one coming up next week. So, it’s been an interesting life.
Tyler Ornstein
Wow, congratulations. Dr. Allen that’s amazing.
Dr. Allen Lycka
I run this podcast because I like to talk to interesting people, and you qualify as an interesting person because of what you have done.
Tyler Ornstein
That’s good.
Dr. Allen Lycka
Tell me how you got interested in coffee?
Tyler Ornstein
Well, I’m going to first say that today in 2001, 19 years ago, was a very, very humbling day. And I just wanted to tell your listeners that you kind of think that you live in this bubble until it bursts. And I just wanted to remember 911 it was it was a horrific day that year. We tried to forget it. But I never I never will. Because there is so much loss of life that was not needed. And I just wanted to commemorate, you know, this podcast because 911 was a very big, big, monumental moment for America.
Dr. Allen Lycka
Did it affect you personally?
Tyler Ornstein
Oh, I think it affected every American personally.
Dr. Allen Lycka
I know.
Tyler Ornstein
I didn’t have anyone physically affected. I did have some people. Part of my family is from New York. So, they, you know, it was it was just a humbling experience for them. They knew people that died in the towers.
Dr. Allen Lycka
It was a terrible loss of life and it was a terrible thing that came about it was absolutely a devastating experience because of the way that it occurred, you know, Canada had a very big role to play in that. I don’t know if you know the story but what happened in the states is you shut your airspace to all international.
Tyler Ornstein
We did.
Dr. Allen Lycka
Canada opened its airspace to all the planes that were supposed to land in the United States that day.
Tyler Ornstein
Well, thank you.
Dr. Allen Lycka
Planes that were supposed to land in the United States that day came down on a little airfield in Newfoundland. Newfoundland is up north of Maine, which used to be an Air Force Base, where about 20 of your planes descended on this little town. Now this little town is little it’s not more than a couple thousand people. And all these planes ended up there and it was amazing how those people took those people into their homes, gave them meals, gave them stuff, newfies are interesting people, they love to party, they love to do crazy things. And they also have a national dish called cod fish tongues. So, they did things like that giving them meals of cod fish tongues and taking them in, because there aren’t enough hotels in that town to put up and so on. So, the week that they were there, they were treated as guests in their homes. People will never forget the home coming they had coming to Canada when you shut your airspace.
Tyler Ornstein Yeah, yeah, no, I mean, this is this was a monumental day and I just wanted to pay homage to that. And thank you so much. I mean, I know you personally didn’t do that.
Dr. Allen Lycka
We did what we could because you had a problem.
Tyler Ornstein
Right.
Dr. Allen Lycka
That sort of thing where you have a problem. We’re here to help you know, we’re not people that turn a blind eye to something like that. And that’s what’s really interesting with it is that that’s what happened now.
Tyler Ornstein
That’s what I love about Canada in general.
Dr. Allen Lycka
We try to be good where we need to be good that’s what we try to do.
Tyler Ornstein
So anyway, I wanted to just say that but moving on, so Tyler’s coffees is a very unique product it is the world’s first and only organic acid free coffee. It’s coffee that if you have heartburn, indigestion, upset stomach, if you have Crone’s, GERD interstitial ascites, active bladder, leaky gut. There’s so many modalities. Of course, you know that Doc, but anyway, it causes inflammatory in the GI tract when you drink an acidic anything because your body has to stay at a neutral pH or desires to stay in a neutral pH, I mean, the American diet especially it’s really acidic. So, there was a study done in 2016. By the Crone’s and Colitis Foundation, North America and 50 million Americans suffer from stomach related issues. Now that number, I assure you has not decreased it has as increased, it’s probably about a 20 to 25% increase. So then when you look at that, you say, Okay, well, there’s a real demographic here and there’s someone here that really can’t drink coffee, and they want to and so that’s where Tyler’s coffees really shine. We support that demo, specifically people that have you know, GI issues.
Dr. Allen Lycka
I can understand that now. Again, I’m going to go back. Why did you choose coffee of all things?
Tyler Ornstein
I love coffee.
Dr. Allen Lycka
So, have you always been a coffeeholic?
Tyler Ornstein
Yeah.
Dr. Allen Lycka
Since you’re young, that’s been your main drink you’ve loved?
Tyler Ornstein
Yeah. It was like my father. My father invented the product. The inventor/biochemist, and we kind of bonded over it. And one day his doctor told him you can’t have acids anymore. You have ulcers. And like, well, I want my coffee and he’s like, yeah, you can’t have your coffee. And he said okay we’ll see about that. So, he engineered out a way to drink his coffee and said how would you like the coffee business? 14 at the time and you know, home for summer, and wasn’t sure so I remember getting out on bicycle with a backpack. At the time we had these two-ounce perk packs, and I just went door to door, and I’d say Hey, would you like to have some coffee? I’ll just take your name, your number, and I’ll call you later and see what you think. Because I wanted to get like a test market. I wanted to get really involved and I’ll never forget this lady, light bulb moment for me and my company and very sweet old lady. I called her up and said, Hi, this is Tyler, how did you enjoy the coffee? I loved it. It’s really good. Where do I get it? From me, okay, how much is it? $1. And essentially, I just built my business off of demand really. And that’s really how you should build your business with a demand. Once you once you find a demand that to a product that a marketplace needs. That’s when you become very successful.
Dr. Allen Lycka
Well, that’s true. And you know, you started it in a very interesting way you test marketed it which is very interesting way, and then I think it was only later that you started to put the marketing to it and started doing other things to it. So, you didn’t do a mark. Now, I’m going to ask you real tough question, Tyler.
Tyler Ornstein
Okay.
Dr. Allen Lycka
It’s going to be a real tough question because this is the question either you answer or your, company won’t grow any further now.
Tyler Ornstein
Okay.
Dr. Allen Lycka
There is a lot of companies out there that you can summarize by one word. Okay. Just one single word. Okay. For example, can you think of a company called Nike?
Tyler Ornstein
Yes.
Dr. Allen Lycka
What is the one word that describes Nike?
Tyler Ornstein
Shoes.
Dr. Allen Lycka
Actually, not shoes because Nike has clothes to and everything else.
Tyler Ornstein
Well, they started in shoes.
Dr. Allen Lycka
One word that describes Nike is empowering.
Tyler Ornstein
Okay.
Dr. Allen Lycka
Okay, now, again, I’m coming at this in a way that I’m asking you what I’m thinking, which is not a good way to do it.
Tyler Ornstein
No, it’s ok go on I’m learning.
Dr. Allen Lycka
But Godiva, Godiva chocolates is there a word that describes it?
Tyler Ornstein
Alright, so we’re going to take this out of context.
Dr. Allen Lycka
Take out everything and all that is left is one word.
Tyler Ornstein
I would say experience, experience.
Dr. Allen Lycka
It’s actually luxurious. Now I’m going to bring it back to one thing that’s going to be closer to you ok, it’s another beverage it’s called Coca Cola. What’s the one word that describes coca cola?
Tyler Ornstein
Acidic.
Dr. Allen Lycka
To you it would be but the word that makes Coca Cola sell.
Tyler Ornstein
Enjoyment.
Dr. Allen Lycka
The word is refreshing.
Tyler Ornstein
Okay.
Dr. Allen Lycka Now do you see what I’m trying to get at here. I’m trying to get to the point that you can make one word describe your whole company because everything else is gone. You know the car the Mini Cooper, right?Tyler Ornstein
I love cars.
Dr. Allen Lycka
Okay, so the Mini Cooper is a pretty classic car. There’s two words that describe it in its advertising excerpt, Let’s motor.
Tyler Ornstein
Okay.
Dr. Allen Lycka
Now, this is something that you won’t be able to do today because it’s something that’s going to really take you sleeping, waking up in the middle of the night and thinking what’s different about my coffee than anybody else’s I don’t want you to come up with the word nonacidic because many other companies could come up with non-acidic, many other come up with things but I want you to come up with one word like Coke did the word refreshing.
Tyler Ornstein
Yeah, game changer.
Dr. Allen Lycka
That is the one thing that will change the game for you forever.
Tyler Ornstein
Mm hmm. I can think of three words health-conscious, coffee.
Dr. Allen Lycka
You know those are three excellent words. Okay and that might be, so in other words, if you did not have your name on the coffee, your brand on the coffee and you just put your coffee on the shelf, would everybody think of it in the same way?
Tyler Ornstein
Without well, takeaway Tyler’s coffee, and you really have a hard sell on that because what are you going to name it?
Dr. Allen Lycka
I’m not talking about naming but everybody when they look at that coffee, they say, health-conscious coffee.
Tyler Ornstein
Oh, yeah. Oh, hands down, hands down.
Dr. Allen Lycka
When somebody is pouring a Coke into a glass. The thing that comes to mind is refreshing.
Tyler Ornstein
Certain people yes.
Dr. Allen Lycka
To 98% of people that were tested in surveys.
Tyler Ornstein
Yeah, well I mean if they’re if they’re already invested in purchasing the coke and they’re wanting to enjoy it, then Yeah, I would agree with that.
Dr. Allen Lycka
And it’s the same thing with people that are wanting to purchase your coffee.
Tyler Ornstein
Right? It’s brain health-conscious coffee is what we have a tagline I mean; we officially don’t have a real tagline we have a couple. Another one is drink different drink Tyler’s because it is a different coffee. It’s not your normal coffee. It’s like, like apple. You know we kind of took Apple think different but drink different drink Tyler’s because it just kind of rhymes, but I also use health-conscious coffee. Because when people hear that they get that question mark and think.
Dr. Allen Lycka
I think you would be in this because I’m a marketer as well.
Tyler Ornstein
Yeah.
Dr. Allen Lycka
I think you would be far better down the stream in 20 years if you concentrate on that aspect.
Tyler Ornstein
Yeah. Oh, for sure. No question. Absolutely.
Dr. Allen Lycka
Agreed. So, for you coming on my show today I would like to give you something back. And that’s my little gift to you.
Tyler Ornstein
Thank you. Oh, hopefully it’s a gift to your listeners.
Dr. Allen Lycka
And I want the other listeners out there to find out the following, you know, that if you’re in business, you better not just be the same as everybody else, you better not have the same flavor.
Tyler Ornstein
You know, there’s only one thing about that and I trust me, I know exactly where you’re going. If you want to be everyone else, that’s fine, you can, but you’re only going to play one avenue or one metric. And that is at a price. But if you’re going to be different if you’re going to be in a niche market, and I like to call it blue water territory, then you’ve got a lot to play with. It’s not price, you get to play with quality, you get to play with delivery, you get to play with, you know, the package, you get to play with so many different avenues and I think that’s where success really happened to me. Let’s take Tesla for example. I mean, Tesla really revolutionized the way that we traveled. And then Apple, you know, they could have gone the way of the IBM Microsoft with a different you know, facade right but I mean if you walk into a big box store and you look at Hewlett-Packard, Compaq, Sony, you know, all these others all it is is a different facia, you know, different materials but the operating system is still the same at the end of the day.
Dr. Allen Lycka
Have you ever heard of the vodka Grey Goose?
Tyler Ornstein
Oh, yeah.
Dr. Allen Lycka
Of course. Now, do you know how that one started? The story is fascinating.
Tyler Ornstein
Was the French a company. I don’t know.
Dr. Allen Lycka
One thing that it had even before it had its name was it had a price point that was better and bigger than anybody else’s.
Tyler Ornstein
Not better quality?
Dr. Allen Lycka
No, they started at a price point but was 10 times what everybody else’s price point was.
Tyler Ornstein
But did their quality show that I mean, did they tripled distill?
Dr. Allen Lycka
What they did was took that as their difference. And everybody assumed everything else about it because their price point was that high.
Tyler Ornstein
So that’s one way time you know, you get what you pay for? Well, that’s not truly great news.
Dr. Allen Lycka
But I’m just telling you how they started. They start out with the philosophy they were going to be the highest priced vodka on the planet.
Tyler Ornstein
Regardless of quality or differentiation.
Dr. Allen Lycka
That’s what they started with.
Tyler Ornstein
Okay, hey, that works for them.
Dr. Allen Lycka
It worked for them. It’s a fascinating thing about both things like that. Now I’m going to turn this around. Now, you told me something very interesting about what your company does in giving back. That’s almost different than anybody else I’ve ever heard. Tell me about it.
Tyler Ornstein
Well, I mean, I’m trying to think of what we were. I mean, I know I can tell you that.
Dr. Allen Lycka
You, you give back as a as a company, to your company’s run and yeah. For people that have certain deficiencies, certain things. Tell us about that. Tell us more.
Tyler Ornstein
So, we work with the Beacon Foundation and Beacon Fulfillment, and what they do is they employ people that have Downs or other mental disabilities that I don’t want to say can’t function because that’s not the right word, but have a hard time getting nine to five jobs or normal jobs, right? And so, these people, they kind of get washed up and, you know, thrown out with the garbage kind of thing and it really makes me sad because these are people to, right? And so, what we do is we support a foundation that does our fulfillment. And, we’re fulfilling our packaging with people that have, you know, basic skill sets, but the mundane tasks are something that they are really really good at. They’re so good at it, that they like smile, and laugh and enjoy going to work. I’ve been to a couple of fulfillment centers, and no one’s smiling. No one’s laughing. No one’s enjoying and these people, they feel very excited that they have a purpose. And to me, that makes me feel very good.
Dr. Allen Lycka
And as I as I asked before, and I’m going to ask you again, that’s really neat. How did you get tied up with that group of people? How did that become a charity that you supported because you could have supported thousands of charities?
Tyler Ornstein
Yeah, I got semi lucky that they started in Tucson as well. But I mean, we could have gone to different fulfillment centers and just work with a for profit company. You know, but that is just what I wanted. I wanted Tyler’s coffees to have some sort of social economic impact, and what better way to have it in my local community.
Dr. Allen Lycka
Yeah, that’s huge. And I think that’s important. I think one of the things that we like to do. When I started writing my book The Secrets To Living A Fantastic Life, my coauthor Harriet Tinka is a beautiful black lady that was going to the University of Calgary and during the time that she was there, she was kidnapped, stabbed, and left for dead by a classmate. So, one of the things we do with our book, The Secrets To Living A Fantastic Life is to give 20% of the proceeds to charity. And the charity we give to is to help end domestic abuse and help end domestic violence. So, when people buy our book, we ask them to buy it through www.fantasticlifebook.com so we can get the money back to the to the city where the people are from so that it goes back into their home community, which I think is rather important. So, we need to help in our own small way but will likely never end domestic violence. But if we can put a damper on it, or if we can help them to it’s going to be a better.
Tyler Ornstein
Yeah, and I’m a big, big supporter. You know, we haven’t done any charity yet, but I’ve done a lot of social media, you know, Save the Children and sex trafficking, because that’s horrendous, especially underage. It’s just disgusting.
Dr. Allen Lycka
You know, there’s so many things that go on in our planet that are disgusting. And one of the things I’m hoping is that in this COVID epidemic, that people have had to take a time and take a break from the world, they’ve had to take a little bit of a breather, take away from the things that were going on in their life and I hope at the end of the day, that the world can take a breather too and look at things in different ways. And look at things in healthier ways, look at things in ways that will make the planet a bit better at the end of all this and at the end of all this we’re going to be in a better spot than when we went into this.
Tyler Ornstein
Yeah, I saw an article about three months ago about Venice, it was the first time in history written history that they could actually see the bottom of the canal.
Dr. Allen Lycka
Yeah, that’s huge. It’s huge because Venice has been nothing, but a cesspool and I hope that it gets reborn. I hope a lot of things get reborn, and I hope people in their own lives can take a step back and look at things a little bit differently.
Tyler Ornstein
Hey, I’m with you on that doc and what really bothers me is like, you know, unfortunately, very interesting, very interesting residing in America. It puzzles me sometimes, but we take one step forward and two steps back. So, everyone was you know, saying Oh my God, look at the sky. Look at how clear it is, you know, look the pollution has gone down and then you know, I was like this is a tinderbox waiting for a match. And everyone’s cooped up inside they’re told not to move not to touch anyone, you know, stay in your place and, and it just took one and, you know, horrific act of police brutality.
Dr. Allen Lycka
Spin off the tinderbox and make the whole thing. Yeah, probably predictable because what happens after every major trauma, a person goes through the grief reaction and the grief reaction has four or five steps to it. One is anger and that anger was ready to explode. Another one is denial where everybody denies things and you know, no, it’s not a problem. Nothing’s going on yeah.
Tyler Ornstein
I can’t wait for the acceptance.
Dr. Allen Lycka
Yeah so, the whole thing with all this is it was predictable based on this huge shutdown that went on because yeah, the action goes on after. The acceptance is there hopefully we get to that, that we look at it in a different way. And I’m going to ask you one final question before we close actually two one is, how do you Tyler Ornstein have a fantastic life?
Tyler Ornstein
I don’t know. The only thing I can say to that is that I keep my health number one. Like, I won’t do anything outside of, like if someone tells me hey, Tyler, this machine, my massage chair cost 1800 dollars. 1800 dollars for a massage chair are you out of your mind? Well, it’s FDA approved. It helps me de stress after workday and helps me get ready for the workday in the morning. 1800 dollars was an afterthought after I saw the benefit, so, you know, I’ll take, you know, vitamins that are, you know, tailored to me that charge $150 a month or something like that. Point is health is number one. Without health, you have problems.
Dr. Allen Lycka
And that’s totally in line with your brand of coffee as well.
Tyler Ornstein
Yeah.
Dr. Allen Lycka
It is a healthy coffee.
Tyler Ornstein
It is. I’m a big believer of health conscious, you know, like lifestyle and people. I’m starting to see people actually waking up. Because here’s the thing is if you don’t eat healthy, you do not functionality and what I mean by that is that, like, for example, high fructose corn syrup, so worst thing you can put in your body. Again, I don’t know why but for some reason Americans will act to not adopt a ban on high fructose corn syrup. I know Canada has I know the rest of the world has as far as I know, they’re the only one country that allows high fructose corn syrup to be mass produced in our food system, that’s America. Another thing is, why would I put sulfates in my food? I mean, oh preservative. Why? Why would I want to preserve something? You know, it boils down to okay when it’s rotten throw it away. But we believe that a grocery store should sell an apple three weeks after it’s picked. I think it should be sold five days after it’s picked. And I think it should go bad.
Dr. Allen Lycka
And in eight days if you taste an apple that’s picked off the tree and taste it and taste one that’s two weeks later. Which one tastes better?
Tyler Ornstein
Well, exactly.
Dr. Allen Lycka
It’s self-evident that we should be eating those things that are fresh and healthy if we can.
Tyler Ornstein
Yeah, so houses health, definitely how I say okay.
Dr. Allen Lycka
So, I’m going to ask you one last question. How can you get your coffee? How can they get your product if they so choose?
Tyler Ornstein
So, in Canada, you can go to amazon.ca and type in Tyler’s coffees we’re there. And then in the US, you can go to amazon.com and type in Tyler’s coffees we’re there and we can ship to Canada. I will tell you it is not cheap. So just giving you forewarning on that, but if you’d like to go to our website, Tylerscoffes.com that’s Tylerscoffees.com. You can use promo code tool Tyler all lowercase tyler 2020. So, tyler 2020 and that will give you 20% off your purchase
Dr. Allen Lycka
Cool. Well, Tyler, I want to thank you for the time that you spent with us. today. I think you’ve done some heavy lifting today, even though you’re on my show coming up with three words that describe your coffee better than anybody else does. And I think the words are pretty important words, remember those forever, because I’ll tell you a little secret about marketing, marketing’s got nothing to do with price, nothing to do with anything else. What makes coffee different is the fact that your coffee is different. And what makes your coffee different is what makes it that much better.
Tyler Ornstein
Thank you. I appreciate that.
Dr. Allen Lycka
Okay. Take care.
Tyler Ornstein
Awesome thanks. Bye, everyone.
Dr. Allen Lycka
Bye for now.