The System is designed to help you build capacity and attain balance in all aspects of your life. To not be defined by what you do, but who you are.

The System captures concepts in a way you’ve never seen before in a personal development course. With gorgeous visuals, easy-to-digest exercises, and actionable tactics designed to create immediate impact, this curriculum will engage every aspect of your life - personal, career, family. Whether you’re pursuing a new career goal or looking to inspire your team, The System will help you kick-start an enduring practice to help you live your best life.

Joth Ricci has led some of the most dynamic brands in the beverage industry: first as CEO of Jones Soda; then at Stumptown Coffee Roasters, orchestrating the company’s successful acquisition by Peet’s Coffee in 2016, before being handpicked to succeed founder David Adelsheim at Adelsheim Vineyard, and now most recently at Dutch Bros Coffee, where he led the company through the largest IPO in Oregon history.

He has also served on the boards of Ninkasi Brewing and Brew Dr. Kombucha. As a community leader, Joth co-founded TASTE for Equity, which advances equity in the food and beverage industry. He is also the Co Chair of the Board of Oregon Business Council, and serves on the State of Oregon’s Racial Justice Council.

From his early days coaching high school basketball to his most recent role as CEO of Dutch Bros, Joth has always focused on developing teams and helping them grow. He created The System to help both individuals and companies add capacity and create balance in a way that allows them to grow without losing sight of their core values.

Sign up for early access to the public edition of The System below.