The diamond-e framework is one course model that would apply. It focuses on developing a strategy, reviews the important variables of strategic analysis (management preferences, organization, resources, strategy, and environment), and how they all correlate. Diamond-e framework lists the strengths and weaknesses of the internal organization and answers if a strategy makes sense in the business environment by listing opportunities and threats. It highlights the critical success factors of a business as well as its cultures and capabilities that define the type of strategies a business executes. Joe appears to be a rather conservative business owner who doesn"t seem to take that many risks with his coffee shop. He ppears content with selling the same varieties of coffees that he sold when he first opened in. 2007 and doesn"t think it"s worth upgrading his menu. Additionally, joe can achieve the same thing by selling desserts. Joe"s primary problem is that joe is too conservative.