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Why did the CEO of Philz Coffee go on a podcast to do customer support?

At one point, Kate Clark, who is a report for Tech Crunch went on Twitter to say - "I hate Philz more than Starbucks. There I said it!" This tweet got linked to Philz Coffee twitter account and eventually escalated to the CEO. Instead of hiding behind a PR department, Jacob Jaber stepped into the conversation, and the idea for a podcast episode was born.