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We help a 3-pot-a-day java junkie kick his habit-or at least postpone it for a week.

This story appears in the November 2001 issue of Entrepreneur. Subscribe »

Of the 400 billion cups of coffee consumed each year, Americans drink approximately one-third, and entrepreneurs are among coffee's biggest fans, using it to fuel their long workdays and get their eyes open in the morning to face the stress of running their businesses. Anyone who's met Scott White, 46, may accuse him of drinking half the U.S. total. The president and co-founder of BizCom Associates, a PR firm in Dallas (named third fastest-growing agency in the nation by PR Week magazine) confesses to gulping down three to four pots of java from 5:30 a.m. till he finally sleeps. A hardcore caffeine addict with no chance of rehabilitation? We put White to the test-give up caffeine for one week, and let us explore the psyche of our java-free guinea pig.


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