The key to success in business often lies in the culture. Many immigrant entrepreneurs are struggling in the U.S. because they lack sufficient understanding of their customers’ hidden motives to drive sales and innovation. Michael Burtov, serial venture-backed founder and the author of Evergreen Startup, a book that helps entrepreneurs raise capital, recently discovered an unusual and innovative approach to consumer behavior in a cup of coffee. He shared his observations in this exclusive article for The Vertical.