The Four Agreements: A Black Apron Article

Inspired by a six foot four wingspan and a glimpse inside the world of a thousand macchiatos...

Proportion, Grind, Water and Freshness.
Understand and follow the guidelines for each of them, and you're on your way to brewing a great cup of coffee every time.

Proportion
Use the right proportion of coffee to water. This is the most important step in making great coffee. For the most flavorful cup of coffee, Starbucks recommends using two tablespoons of ground coffee (10 grams) for each six fluid ounces (180 milliliters) of water. If coffee brewed this way is too strong for your taste, you can add a little hot water to your cup of brewed coffee.

Grind
The shorter the brewing process, the finer the grind. Different brewing methods have different grind requirements, so grind your coffee for the brewing method you use. The amount of time the coffee and water spend together affects the flavor elements that end up in your cup of coffee, and the design of your coffee maker dictates how long the coffee and water sit in direct contact during the brewing process. For instance, coffee ground for an espresso machine should be very fine, in part because the brew cycle is only 19 to 22 seconds long. But for a coffee press, the coffee should be coarse ground, because the water and coffee are in direct contact for about four minutes.

Water
Use fresh, cold water heated to just off the boil. A cup of coffee is 98 percent water. Therefore, the water you use to make coffee should taste clean, fresh, and free of impurities. Water heated to just off a boil (195° to 205° F or 90° to 96° C) is perfect for extracting the coffee's full range of flavors. Any cooler and the water can't adequately do the job. Automatic coffee makers heat the water for you. Make sure the one you use gets the water hot enough.

Freshness
Use freshly ground coffee. Think of coffee as fresh produce. The enemies of coffee are oxygen, light, heat, and moisture. To keep coffee fresh, store it in an opaque, airtight container at room temperature. Storing coffee in the refrigerator or freezer for daily use can damage the coffee as warm, moist air condenses to the beans whenever the container is opened. Whole bean coffee stays fresh longer because there is less surface area exposed to oxygen. For the best results, coffee should be ground just before brewing and used or stored immediately.
I should mention that this was previously written and most likely copy written to be posted by Starbucks, not me. rules rules rules.

Come on connoisseurs, you're all well versed. common sense or convtroversy? corporate cannibalism or convenience? effective advertising or adversity? take the bait...take it.