Rob Sax

My day job is owner of Popamatic Studios, a marketing, communications and creative firm that works primarily in video. I’m also a partner with Lily’s Fund, which supports epilepsy research at UW-Madison and has its annual Lily’s Luau fundraiser on Jan 23.

 My most memorable caffeine happened on the day my first daughter, Charlotte, was born. Although I’d consumed my share of caffeine, I’d never been a big coffee drinker. But based on everything I’d heard about what being a parent entailed, I figured I’d need caffeine! It was the middle of the night, and Charlotte had just been born. I went down to the cafeteria at St. Mary’s Hospital and grabbed a coffee. Then I just sat in that hospital room and watched my wife and newborn daughter sleep.

 My current caffeine of choice has changed over the years. I started out simple: coffee with plain cream and sugar. Then, my wife introduced me to lattes and now I have an espresso machine. Today I’m all about espresso and milk—and the best milk is Sassy Cow’s 2%. It foams up great!

My favorite place for caffeine is Bradbury’s. They’ve got some great voodoo going on there—delicious coffee and Sassy Cow products plus amazing crepes.

The person I’d love to share a cup of caffeine with is Louis C. K. I love live comedy and have so much respect for people who are willing to get up and be vulnerable in front of a live audience—just them, a mic and their thoughts and being open to people judging them. Louis C.K.’s public persona can be pretty raunchy if you don’t take the time to consider what’s going on behind it. I’d love a chance to sit down with him and understand what makes him tick.

 World problem that could be solved with the right amount of caffeine: Our culture of negativity. I’m dismayed by how quick we are to attack each other—just look at the comments section after a post. It’s lazy and easy to be negative; it takes commitment and energy to try to appreciate another person’s point of view. Let’s take a chance, grab a cup of coffee, listen to what another person has to say and try to understand their perspective instead of just judging them. Like caffeine, working harder to do that can really wake you up.