DIAGNOSIS The heating plate isn't making contact. This usually means the pot isn't seated correctly on its base, or there's a simple connection issue inside the base.
FIX 1) Unplug the unit. 2) Pick up the coffee pot and look at the flat metal heating plate on the bottom. 3) Look at the circular metal contact ring in the center of the power base. Make sure both are clean, dry, and free of any plastic film or packaging debris. 4) Set the pot back on the base, making sure it sits flush and you feel a slight click or firm seating. You should also hear a faint internal switch click. 5) Plug it in and try again. The heating should start almost immediately with a quiet humming sound.
IF THAT DIDN'T WORK Try a different wall outlet. Sometimes these units have a thermal fuse that can trip if there was a brief power surge. Unplug it, let it sit for 30 minutes to fully cool and reset, then try a known-good outlet.
HEADS UP Always assemble the pot (water in bottom, basket in place, top screwed on) before placing it on the power base. Running the base empty can damage the heating element.