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Speaker 1: The Cumulus Coffee Company is all about bringing amazing cold

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Speaker 1: coffee home. Over the last 10 years, there’s been a

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Speaker 1: seismic shift from hot coffee to cold coffee. So here’s

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Speaker 1: this beverage platform that so many people love, but yet

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Speaker 1: at home, they can’t get it. And one of the consumers,

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Speaker 1: our expectations about what we could get in our home

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Speaker 1: has gone up. The ability to create an amazing experience

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Speaker 1: at home, today’s almost table stakes. So like, wow, the

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Speaker 1: beverage we choose, we can’t get at home in the

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Speaker 1: most premium way, big gap.

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Speaker 2: Welcome to today’s episode of Brave Commerce.

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Speaker 3: I’m Rachel Typograph, the founder and CEO of Micmac.

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Speaker 2: I’m Sarah Hofstetter, president of Profitero.

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Speaker 3: And this is a show that talks about what’s relevant

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Speaker 3: in e-commerce for the world’s biggest brands. Sarah, did I

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Speaker 3: ever tell you that time I met Jeff Bezos?

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Speaker 2: Did I ever tell you that time you sounded super pompous? Rachel,

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Speaker 2: why don’t you tell me the story about how you

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Speaker 2: met Jeff Bezos?

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Speaker 3: Well, I thought you’d never ask.

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Speaker 2: I would never know. How do I know you this long?

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Speaker 2: And I never heard this story. All right, now everybody

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Speaker 2: gets to hear. Let’s hear your story about Jeff Bezos.

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Speaker 3: The year is 2016. And you probably know this person.

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Speaker 3: Kristen Lenkow was the CMO of JPMorgan Chase. Every year,

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Speaker 3: Jamie Dimon would put on this conference for the top

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Speaker 3: performers within JP Morgan, and they would host it at

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Speaker 3: the Ritz in Miami. They would have their executives do panels.

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Speaker 3: They would have keynote speakers. And so Jeff Bezos was

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Speaker 3: one of the keynote speakers, and I was on a

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Speaker 3: panel that Kristen curated of up-and-coming innovators. I had no

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Speaker 3: idea that Jeff was going to be there. All of

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Speaker 3: this is internal. There’s no publicity around this event. I

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Speaker 3: go to Miami. I do my panel. And then I’m

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Speaker 3: at the dinner that evening, which is essentially all JP

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Speaker 3: Morgan employees and me. And I see Jeff Bezos on

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Speaker 3: the buffet line. So I go to Kristen. Kristen, is

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Speaker 3: that Jeff Bezos? She’s like, yeah, he speaks tomorrow. I

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Speaker 3: was like, what? So I go, I sit down at

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Speaker 3: a table. And the entire night I was looking at Jeff.

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Speaker 3: And next to Jeff was Jamie Dimon. And on the

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Speaker 3: other side of Jeff was his bodyguard. And the entire evening,

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Speaker 3: I was waiting for that bodyguard to get up.

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Speaker 2: Gotta be sometime.

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Speaker 3: And he got up and I beelined for the table.

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Speaker 3: And I said, hey, Jeff, I’m Rachel Tippegraph. I’m the

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Speaker 3: founder of Micmac. And I sat down in the seat.

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Speaker 2: You could totally be a bodyguard doppelganger. Go on.

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Speaker 3: I pitched to Micmac. You know, this is the early

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Speaker 3: stages of Mic Mac. He talked to me for 45 minutes.

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Speaker 3: It was pretty surreal. And then he goes, I have

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Speaker 3: to go. I’m giving the keynote tomorrow, but come find

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Speaker 3: me after so we can continue talking. So I get

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Speaker 3: to the keynote. I watch him speak. I go backstage

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Speaker 3: looking for him. I can’t find him anywhere. And then

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Speaker 3: I said to myself, I will never be more relevant

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Speaker 3: than right now to Jeff Bezos. I took a guess

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Speaker 3: at what his email was. We all could guess what

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Speaker 3: it was. I shot him a very quick note and

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Speaker 3: he wrote back seven minutes later, introducing me to essentially

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Speaker 3: this person that allowed me to kick off our Amazon

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Speaker 3: partnership at Micmac. And I always tell this story to

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Speaker 3: my team, which is if Jeff Bezos can reply to

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Speaker 3: me in seven minutes, we can get back to any

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Speaker 3: brand or partner that reaches out to us in seven minutes.

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Speaker 3: And it’s a story that I’ll carry with me for

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Speaker 3: the rest of my life.

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Speaker 2: Wow, that is extraordinary. I do appreciate speed. This is

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Speaker 2: not one of the bravest things you’ve ever done. Well,

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Speaker 2: it’s not the bravest thing you’ve ever done, but it’s

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Speaker 2: pretty damn brave and pretty ballsy. Very on brand, very

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Speaker 2: Rachel typograph. Well, did I ever tell you the story

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Speaker 2: about how I met Mesh Gelman?

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Speaker 3: No, how did you meet Mesh Gelman?

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Speaker 2: This is a like for like story. So I’m at

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Speaker 2: Google Zeitgeist 2017 in Arizona. And as I often do,

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Speaker 2: arrange to get kosher food wherever I am. I had,

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Speaker 2: in this very unusual circumstance, an embarrassment of riches. They

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Speaker 2: gave me so much food I didn’t know what to

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Speaker 2: do with. And I’m at the cocktail party. And among

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Speaker 2: all of the different faces I see that I recognize,

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Speaker 2: there’s one face I don’t recognize. And oddly, he’s got

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Speaker 2: a yarmulke. I’m like, this is why God gave me

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Speaker 2: extra food. So… I go over to this fellow and

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Speaker 2: I’m like, you look like you could use a nice

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Speaker 2: kosher meal. And he looked at me like I had

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Speaker 2: three heads for about one second. And then the next

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Speaker 2: second said, yeah, I’m starving. And thus began my friendship

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Speaker 2: with Mesh Gelman. So you went up to Jeff Bezos.

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Speaker 2: I went up to Mesh Gelman. Mesh Gelman went up

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Speaker 2: to Howard Schultz. And the story continues.

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Speaker 3: And that sounds like a dinner party we should all

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Speaker 3: get together and arrange.

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Speaker 2: Absolutely. Absolutely. In lieu of that, today we do have Mesh.

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Speaker 2: We don’t have Howard or Jeff. Look out for a

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Speaker 2: future episode. But today we’ve got Mesh and a fascinating

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Speaker 2: story indeed of entrepreneurship and somebody who has both bravery

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Speaker 2: and gets shit done.

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Speaker 3: Let’s bring Mesh onto the show.

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Speaker 2: Today, we are so thrilled to have Mesh Gelman, the

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Speaker 2: founder and CEO of the Cumulus Coffee Company, say that

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Speaker 2: three times fast, with us today. Mesh, it’s been a

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Speaker 2: long time coming, but we’re happy that you’re here.

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Speaker 1: Yes, thank you for having me, really. So nice to

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Speaker 1: meet you both.

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Speaker 2: So let’s first do a quick background on you, because

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Speaker 2: you have quite the interesting origin story. There’s Haiti, there’s Starbucks,

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Speaker 2: there’s Howard Schultz. There’s some fascinating backgrounds. So just bring

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Speaker 2: us up to speed on you, and then we can

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Speaker 2: get into Camillus.

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Speaker 1: Sure. So born and raised New Yorker, a thoroughbred, actually

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Speaker 1: born in Queens. Started my career in home fashions in

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Speaker 1: the textile industry. And I was working for a company

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Speaker 1: that was trading raw material. And I was like fascinated

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Speaker 1: by this question. It’s like, where’s all this fabric going?

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Speaker 1: Like containers, you know, shipping containers full of product. And like,

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Speaker 1: what’s going on with all of it? Little did I

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Speaker 1: know began this journey to get closer to the customer

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Speaker 1: for me. And what went from like deep into the

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Speaker 1: supply chain and manufacturing to to ultimately starting a company

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Speaker 1: that sold home fashions to the likes of JCPenney, Kohl’s, Target,

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Speaker 1: all private labeled, pillows, comforter sheets. It was a lot

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Speaker 1: of fun and a great fascination of how you could

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Speaker 1: really paint by numbers, right? Like you introduce a product

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Speaker 1: and it’s like a thousand doors in a retailer and

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Speaker 1: watching that all happen. We were very fortunate. We were

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Speaker 1: pretty innovative. And in Early 2000s, we were doing a

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Speaker 1: lot of business with JCPenney and we got a phone call.

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Speaker 1: Hey guys, you know, you got to take out a table.

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Speaker 1: I was like, what? I was like, yeah, like you’re

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Speaker 1: a really important supplier to JCPenney. You got to take

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Speaker 1: out a table. And I go to this black tie

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Speaker 1: affair and I’m like, you know, I felt like a

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Speaker 1: fish out of water. I was like, I didn’t know

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Speaker 1: what I was doing there. While I was sitting there,

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Speaker 1: Howard Schultz, the founder and CEO of Starbucks, actually gave

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Speaker 1: the award speech for Mike Ullman. Turns out Mike Ullman,

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Speaker 1: the CEO of JCPenney, was on the board of Starbucks.

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Speaker 1: And I love coffee. I was fascinated by what was

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Speaker 1: happening in Starbucks. And I was like, I’m going to

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Speaker 1: go meet this man. And I walked over and introduced myself.

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Speaker 1: And that was kind of like how I kind of

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Speaker 1: transitioned from putting people to sleep to waking them up

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Speaker 1: and going to the world of coffee.

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Speaker 2: Oh, my gosh. I love that. I can’t believe I’ve

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Speaker 2: known you so long and I’ve never heard that story.

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Speaker 2: And not the whole story. I mean, just that soundbite.

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Speaker 2: Letting people to sleep to waking them up.

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Speaker 3: You’re clearly a marketer at heart.

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Speaker 2: That’s legit. That’s quality marketing, dude.

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Speaker 1: Well, it’s hereditary because plagiarism, that’s actually my dad’s line.

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Speaker 1: And he loves to say it. And it’s like the

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Speaker 1: greatest dad joke ever. My son went from people to

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Speaker 1: sleep to waking them up.

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Speaker 3: Okay. Your father is a genius copywriter.

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Speaker 2: Yeah.

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Speaker 3: So you’re at this gala. You meet Howard Schultz, the

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Speaker 3: biggest guy in coffee. And now you have a coffee company. So-

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Speaker 3: Tell us about your company.

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Speaker 1: Sure.

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Speaker 2: Before we go to the company, you ended up working

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Speaker 2: for Howard. Yes. Oh. I want to skip that chapter

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Speaker 2: because it’s very interesting. This guy’s running now his own

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Speaker 2: coffee company, but also worked for Schultz. And also, spoiler alert,

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Speaker 2: there’s somebody with the initials HS that’s an investor in

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Speaker 2: Mesh’s company. Yeah. Back to the story. Go on. Okay.

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Speaker 2: You introduced yourself. Go on.

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Speaker 1: So Howard was actually at that time retired from Starbucks.

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Speaker 1: When I introduced myself to him and met him, he

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Speaker 1: had stepped out of day-to-day operations and I got to

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Speaker 1: know Howard. And ultimately in 2008, Howard returned to Starbucks

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Speaker 1: and really bringing coffee back to its roots. I had

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Speaker 1: this like great fortune of being Howard’s friend and really

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Speaker 1: seeing Starbucks through the eyes of of the man who

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Speaker 1: built it, right? So like, I wasn’t working for the company,

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Speaker 1: but I was friends with him and hearing about what

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Speaker 1: excites him, what concerns him. And it was just like,

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Speaker 1: you know, what really where the heartbeat of Starbucks really

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Speaker 1: is and what drives it. And then in like, call

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Speaker 1: it like 2011, 2012, Howard said, hey Mesh, what about

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Speaker 1: coming to work for Starbucks? And being that I was

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Speaker 1: involved in retail and mostly The business that I was in,

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Speaker 1: in the linen business, was about traditional merchandising and product

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Speaker 1: and everything like that. Here, Starbucks had 100 million people

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Speaker 1: coming into the stores every week and they had the

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Speaker 1: retail lobby where people could buy merchandise and products. So

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Speaker 1: think about when you walk into a Starbucks, there’s newspapers

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Speaker 1: and there used to be CDs and there’s mugs and

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Speaker 1: packaged coffee. snacks and et cetera. But most people were

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Speaker 1: just waiting online just to go get their coffee. And

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Speaker 1: what do we do with that retail space? How do

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Speaker 1: we invigorate it and make it exciting? With that, I

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Speaker 1: decided to, it wasn’t a very hard decision to come

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Speaker 1: join the company and get involved. And I ended up

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Speaker 1: being at Starbucks for six years. I had a front

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Speaker 1: row seat to one of its greatest periods of growth

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Speaker 1: that the company had ever had. And it was just

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Speaker 1: something that I was personally passionate about, which is how

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Speaker 1: transformative a cup of coffee is. Now to have a

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Speaker 1: front row seat and watching that from the inside was

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Speaker 1: just like a dream come true. It was like a

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Speaker 1: pinch me moment.

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Speaker 3: And so what caused you to then go start your

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Speaker 3: own coffee business?

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Speaker 1: It wasn’t intentional. I left Starbucks at the end of 17, 2018.

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Speaker 1: And because after I ran the retail business, the lobby

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Speaker 1: business at Starbucks, I Howard had retired again, and Kevin Johnson,

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Speaker 1: the CEO, asked me to step out of my day-to-day

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Speaker 1: role and focus on kind of like disruptive innovation. So

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Speaker 1: when you think about a company, growth at scale, really, really,

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Speaker 1: really hard. You know, you come up with an idea,

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Speaker 1: but if a company’s doing $ 25 billion, $ 30 billion in revenue,

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Speaker 1: just to even move the needle, it’s got to be significant.

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Speaker 1: So like growth at scale is really hard, innovation at

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Speaker 1: scale is hard. And on the other side of the coin, disruptors…

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Speaker 1: They don’t have the scale where they could like paint

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Speaker 1: by numbers the way a large company can. So this

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Speaker 1: new role that Kevin created, the division was called Siren Ideas.

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Speaker 1: It was all about ideas for the siren. It was

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Speaker 1: about how do we find that perfect intersection between the

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Speaker 1: scale of Starbucks and its pursuit of growth and innovation

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Speaker 1: together with the disruptors that are kind of more external?

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Speaker 1: And is there an intersection where it could be a win-win?

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Speaker 1: And that concept to me was really fascinating because what

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Speaker 1: if we made that bigger than Starbucks, right? Starbucks is

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Speaker 1: all about a cup of coffee, but what about so

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Speaker 1: many companies struggle with growth and innovation? And there’s so

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Speaker 1: many great innovations happening that have nothing to do with Starbucks.

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Speaker 1: So I left and I actually started a venture development

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Speaker 1: firm with this idea of identifying these huge gaps and

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Speaker 1: how we create something that could really be innovation at scale.

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Speaker 1: And I had like this like mental commitment to myself

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Speaker 1: is that I am not going to do anything in coffee.

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Speaker 1: I want them to be like, you know, so determined.

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Speaker 1: It’s not going to be coffee. It’s not going to

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Speaker 1: be coffee. But as the way coffee goes, the more

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Speaker 1: you have it, the more you want it. And, you know,

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Speaker 1: within a few months, maybe six, seven, eight months, I

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Speaker 1: was like, huh, I have this idea. You know, I’m

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Speaker 1: thinking this is white space. You know, let me see

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Speaker 1: what could be done here.

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Speaker 3: So what is the concept?

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Speaker 1: Sure, so the Cumulus Coffee Company is all about bringing

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Speaker 1: amazing cold coffee home. So when we think about kind

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Speaker 1: of like what’s going on in the world of coffee,

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Speaker 1: over the last 10 years, there’s been a seismic shift

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Speaker 1: from hot coffee to cold coffee. Fun little fact, if

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Speaker 1: I would ask you, maybe you know the answer, maybe

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Speaker 1: you don’t. Taking Starbucks, what percentage of beverages at Starbucks

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Speaker 1: are over ice? versus those in the original white cup

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Speaker 1: with that green logo? What would you get? What percentage?

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Speaker 3: Well, with your setup, I would probably guess like north

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Speaker 3: of 65%. Sarah, you want to take a swing at it?

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Speaker 2: I’m going to stick with Rachel’s. But the question is,

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Speaker 2: when did the pendulum swing? So yes, surprising to light us,

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Speaker 2: but what caused that pendulum to swing? Sure.

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Speaker 1: So over 75%.

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Speaker 3: A 10% margin of error.

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Speaker 2: I’ll take it.

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Speaker 1: There you go.

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Speaker 2: Right?

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Speaker 1: So like, wow, 75%. When I started at Starbucks 2014,

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Speaker 1: that time, maybe 35%. Right? So like this huge shift.

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Speaker 1: And Starbucks, again, this is numbers that Starbucks shares publicly

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Speaker 1: about how ice is on fire, so to speak. But

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Speaker 1: when you think about like what’s just happening all over,

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Speaker 1: no matter where it is, in convenience stores and like

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Speaker 1: other cafes around the country, It’s ice. It makes no

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Speaker 1: difference of the season, makes no difference what the choice

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Speaker 1: of beverages, whether you want an iced espresso, an iced latte,

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Speaker 1: a cold brew, something with cold foam. And it’s just like,

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Speaker 1: it’s explosive about what’s happening in the world of cold.

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Speaker 1: And one thing that’s fascinating about cold. So there’s a

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Speaker 1: few ways to extract coffee, right? You could do it

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Speaker 1: like espresso, like, you know, espresso machine, or you could

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Speaker 1: do like a drip coffee maker. And when coffee interacts

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Speaker 1: with heat, it automatically extracts. Another way to do that

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Speaker 1: is if you let it seep with time. And what

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Speaker 1: happens is, is that you actually get a whole different

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Speaker 1: taste and profile of the coffee. Cold brew is like,

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Speaker 1: you’ve heard words like it’s smooth and it’s balanced because

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Speaker 1: when you introduce heat to coffee, it creates kind of

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Speaker 1: like this chemical reaction with its chlorogenic acids that make

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Speaker 1: it very acidic. It’s kind of like that biting taste

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Speaker 1: that we’re all very familiar with coffee. And cold brew

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Speaker 1: doesn’t have that. People say it feels better on their

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Speaker 1: stomachs and things like that. But you also pick up

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Speaker 1: more nuances of flavor. Really very, very complicated beverage to make.

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Speaker 2: Why?

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Speaker 1: Even at like a large company, you have to brew

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Speaker 1: it yesterday to enjoy it today. So just imagine, how

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Speaker 1: do you plan for that? What happens if the day’s

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Speaker 1: extra hot or it turns out to be rainy or

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Speaker 1: you run out or whatever? Like, what do you do?

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Speaker 1: And then how do you offer choice? What if you

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Speaker 1: want to give like a dark roast, a medium roast,

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Speaker 1: you have waste. And like, what if when you’re making it,

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Speaker 1: you know, you have a lot on your plate and

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Speaker 1: something’s going, it’s like, it’s a very complex beverage to make.

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Speaker 1: And in a cafe, it’s hard. At home, it’s very hard.

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Speaker 1: It’s wasteful. It’s messy. You have to like be busy

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Speaker 1: with it. So here’s this beverage platform that so many

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Speaker 1: people love, but yet at home, they can’t get it.

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Speaker 1: And one of the interesting things is that we have become,

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Speaker 1: as consumers, our expectations about what we can get in

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Speaker 1: our home has gone up, whether it’s from Sonos or Peloton.

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Speaker 1: The ability to create an amazing experience at home, today

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Speaker 1: is almost table stakes. So like, wow, the beverage we choose,

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Speaker 1: we can’t get at home in the most premium way,

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Speaker 1: big gap.

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Speaker 2: So how’d you get Howard on board with this puppy?

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Speaker 1: When after three years of working on developing, so I

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Speaker 1: would say the hero product on the cold platform, and

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Speaker 1: if you haven’t tried it, it’s a must, is a

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Speaker 1: nitro cold brew. When you infuse coffee with nitrogen, it

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Speaker 1: takes on a whole new world. It becomes, it’s like

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Speaker 1: the consistency of it and the the effervescence, it’s velvety.

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Speaker 1: It’s like cream and sugar in the beverage, right? Without

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Speaker 1: having cream and sugar. Sarah, you know, we met at

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Speaker 1: Google Zeitgeist many, many years ago. It was because you

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Speaker 1: offered to me some kosher food.

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Speaker 2: This is the only thing I’m known for. Kosher food.

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Speaker 2: I got nothing else.

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Speaker 1: No, you’ve got a lot more than that.

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Speaker 2: True story, guys. True story.

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Speaker 1: You came over to me at that dinner. You’re like, hey,

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Speaker 1: You look like you could use some kosher food. You

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Speaker 1: look hungry. You took care of me. You nurtured my soul.

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Speaker 1: But interestingly, when Starbucks opened up our first roastery in Seattle,

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Speaker 1: right before we opened it to the public, we all

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Speaker 1: went in to kind of like experience it. And I

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Speaker 1: was hearing about this new beverages, nitro beverage, whatever. And

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Speaker 1: the barista is like offering tastings. And she offers to

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Speaker 1: me this nitro cold. I’m looking at it and it’s

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Speaker 1: like creamy and milky and As a kosher consumer, I

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Speaker 1: can’t mix meat and dairy. And I had just had

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Speaker 1: a chicken sandwich. And I was like, oh, I would

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Speaker 1: love to, but I can’t have milk. And she’s like,

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Speaker 1: there’s no milk in here. You’re fine. And I’m like, no, no, no.

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Speaker 1: Are you sure? He goes, yes, it’s just coffee with nitrogen.

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Speaker 1: And I put it to my mouth and I take

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Speaker 1: a sip. And literally, I thought I was going to

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Speaker 1: be struck by lightning. It was like so milky and

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Speaker 1: so creamy. I’m like, what? And that’s when I discovered

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Speaker 1: the power, how nitrogen changes a beverage. Think about that.

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Speaker 1: You need a nitrogen tank. You need to go ahead

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Speaker 1: and like mix lines and you need all this complicated

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Speaker 1: equipment and it could break and it could run out.

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Speaker 1: And we said to ourselves, well, what if we could

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Speaker 1: create a platform that could not only make cold coffee,

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Speaker 1: but could also make nitro cold coffee. but wouldn’t require like,

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Speaker 1: you know, those canisters that you use maybe for bubbly

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Speaker 1: beverages or things like that. And they run out, you

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Speaker 1: open your drawer, you find one in the back just

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Speaker 1: to find out that it’s really empty. It was from before.

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Speaker 1: And you just can’t have a good seltzer or whatever

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Speaker 1: it is. The air that we breathe is 79% nitrogen.

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Speaker 1: Is there a way we could use that air instead

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Speaker 1: of relying on an external canister? And going back to

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Speaker 1: your question, Sarah, when Howard saw a nitro cold brew

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Speaker 1: being made and looking at it, he was blown away.

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Speaker 1: I was like, the ability to be able to do

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Speaker 1: that on the counter, in your home, on demand, in

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Speaker 1: the most premium, it’s a game changer.

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Speaker 3: Really incredible story. And it’s so fascinating to think about

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Speaker 3: the shift in consumer taste preferences around coffee. You launched

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Speaker 3: the business D2C, like many entrepreneurs do, but often we

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Speaker 3: then see those D2C brands need other forms of distribution.

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Speaker 3: So how are you thinking about scaling your sales channel?

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Speaker 1: Sure. So I think what we think about is we

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Speaker 1: look at kind of like this full circle of commerce, right?

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Speaker 1: And we ask ourselves a question, where is it that

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Speaker 1: people can use great coffee? The answer is everywhere, right?

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Speaker 1: So now what does that mean? So D2C, it’s a

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Speaker 1: way for us to connect with people one-to-one. But what

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Speaker 1: about the offices? Especially like this whole like post-pandemic, getting

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Speaker 1: people back into the office and like, what can we

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Speaker 1: do to make the office environment great? So cumulus in

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Speaker 1: the office, very important, very important category for us. Then

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Speaker 1: you think about a bar. What about a bar and

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Speaker 1: you want to make an espresso martini? Our machine makes

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Speaker 1: cold espresso shots on demand. Now let’s stop and talk

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Speaker 1: about that for a second. If today I want to

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Speaker 1: make an espresso martini at a bar, I have one choice.

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Speaker 1: I could start being busy pulling a hot espresso shot

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Speaker 1: and then trying to like have it. Or I can

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Speaker 1: make some type of coffee concentrate and keep it in

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Speaker 1: the fridge. And it’s not, it doesn’t have that, you know,

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Speaker 1: the crema that’s necessary. The ability for Cumulus to be

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Speaker 1: able to be in restaurants and in bars is Great

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Speaker 1: channel distribution for us. Obviously, we think about other retailers,

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Speaker 1: appropriate retailers, where Cumulus is really the people who are

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Speaker 1: looking for a premium elevated experience in their home. All

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Speaker 1: exciting channels for us. Hospitality. I was at a great

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Speaker 1: Marriott property in Pittsburgh, 130 rooms. It was wonderful, but

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Speaker 1: it’s really difficult. But that’s what we’re expecting from premium experiences.

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Speaker 1: I’m at a golf club, right? And it’s like membership

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Speaker 1: is a fortune or whatever it is. They can’t even

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Speaker 1: serve what people are drinking. Great opportunity for us to

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Speaker 1: be able to deliver a cold experience no matter, and

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Speaker 1: meet the customer where they are.

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Speaker 3: You really paint the picture of the optionality and distribution. Ben,

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Speaker 3: we have to ask you our famous last question, which

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Speaker 3: is what’s the bravest thing you’ve ever done?

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Speaker 1: Ooh, the bravest thing I’ve ever done. A very big

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Speaker 1: pivotal moment in my journey was not so much walking

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Speaker 1: over to Howard Schultz at that dinner, but in the

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Speaker 1: conversation after we sat there for 20 minutes talking, saying

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Speaker 1: to him, I’m looking forward to meeting you again, him

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Speaker 1: giving me his number and me taking him up. And

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Speaker 1: the next time I was in Seattle, calling him up

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Speaker 1: and say, Howard, I’m here. And to develop that relationship,

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Speaker 1: which actually completely changed the trajectory of my professional journey.

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Speaker 1: And not only professionally, I would say the profound impact

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00:22:43,480 –> 00:22:49,020
Speaker 1: of the lens of humanity that Starbucks and Howard live by,

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00:22:49,800 –> 00:22:53,580
Speaker 1: blending those two and how everything should be done through

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00:22:53,619 –> 00:22:57,330
Speaker 1: that lens has been one of the most impactful things

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00:22:57,400 –> 00:23:02,790
Speaker 1: on me personally. And it was believing that Howard was

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00:23:02,850 –> 00:23:06,290
Speaker 1: sincere when he said, stay in touch and not just

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00:23:06,330 –> 00:23:10,830
Speaker 1: being friendly for the moment and actually being crazy and saying, yes,

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00:23:11,330 –> 00:23:13,650
Speaker 1: he meant it to find out I was right.

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00:23:13,670 –> 00:23:17,260
Speaker 2: That crazy bravery. There’s a fine line, guys. There’s a

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00:23:17,400 –> 00:23:18,060
Speaker 2: fine line.

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00:23:18,740 –> 00:23:21,300
Speaker 1: It doesn’t feel that brave, but I get all brave.

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00:23:21,380 –> 00:23:22,719
Speaker 1: I’m a shy person.

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00:23:23,960 –> 00:23:26,530
Speaker 2: It actually is very emblematic of who you are, which

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00:23:26,680 –> 00:23:29,929
Speaker 2: is you’re willing to take risks because, hey, what’s the

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00:23:29,970 –> 00:23:32,389
Speaker 2: worst that could happen? Literally, what’s the worst that could happen?

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00:23:32,430 –> 00:23:34,920
Speaker 2: You say, I look forward to it. But then again,

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00:23:34,940 –> 00:23:36,660
Speaker 2: there are all these people that are just like kind

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00:23:36,680 –> 00:23:39,520
Speaker 2: of freaking out, going to your fanboy on this, you

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00:23:39,560 –> 00:23:41,820
Speaker 2: taking that step. And then more importantly, the follow through.

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00:23:41,840 –> 00:23:42,980
Speaker 2: I think a lot of people do a lot of

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00:23:43,020 –> 00:23:46,199
Speaker 2: certain basics and they feel like that’s the end goal. Oh,

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00:23:46,250 –> 00:23:48,389
Speaker 2: I got his number. Okay, but now what? What are

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00:23:48,410 –> 00:23:49,550
Speaker 2: you going to do? When are you going to do it?

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00:23:49,590 –> 00:23:50,790
Speaker 2: How are you going to do it? And that kind

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00:23:50,810 –> 00:23:53,330
Speaker 2: of goes to your ethos, just in terms of what

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00:23:53,350 –> 00:23:57,590
Speaker 2: you did ultimately, both with eventually joining Starbucks and But

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00:23:57,750 –> 00:23:59,930
Speaker 2: then what did you do when you started your own firm?

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00:23:59,970 –> 00:24:02,990
Speaker 2: What did you do when you started Cumulus? Like that initiative,

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00:24:03,010 –> 00:24:04,690
Speaker 2: a lot of people have great ideas. A lot of

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00:24:04,710 –> 00:24:06,490
Speaker 2: people have a little bit of bravery, but you have

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00:24:06,520 –> 00:24:08,660
Speaker 2: the bravery to actually follow through. And I think that’s

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00:24:08,680 –> 00:24:09,840
Speaker 2: really the essence of it all.

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00:24:10,080 –> 00:24:10,960
Speaker 1: Well, thank you.

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00:24:11,119 –> 00:24:13,520
Speaker 2: Well, thank you so much for joining us, Nash. Guys,

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00:24:14,100 –> 00:24:17,020
Speaker 2: if you haven’t tried Cumulus Coffee, there’s a good reason.

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00:24:17,080 –> 00:24:21,300
Speaker 2: It’s brand freaking new. But follow on Instagram. Check these

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00:24:21,340 –> 00:24:25,580
Speaker 2: guys out. I haven’t tasted it myself yet, but my son,

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00:24:25,700 –> 00:24:29,270
Speaker 2: he swears by this stuff. So I’m up next.

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00:24:29,790 –> 00:24:31,889
Speaker 1: You definitely are. And Sarah and Rachel, we’re going to

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00:24:31,910 –> 00:24:34,630
Speaker 1: have to change that for both of you. So those

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00:24:34,670 –> 00:24:35,930
Speaker 1: bad boys coming your way.

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00:24:35,950 –> 00:24:42,380
Speaker 2: Well, thanks so much. And we’ll be watching Cumulus’ skyrocketing growth.

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00:24:42,540 –> 00:24:42,920
Speaker 1: Yes.

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00:24:43,400 –> 00:24:43,980
Speaker 3: Can’t wait.

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00:24:44,060 –> 00:24:44,919
Speaker 2: Love premium.

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00:24:45,359 –> 00:24:46,640
Speaker 1: Thank you. Thank you both.

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00:24:48,800 –> 00:24:50,300
Speaker 3: If you like what you heard and you want to

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00:24:50,340 –> 00:24:54,580
Speaker 3: hear from other great entrepreneurs, go check out Gabby Lewis,

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00:24:54,760 –> 00:24:58,710
Speaker 3: who is the co-founder of Magic Spoon. who also started

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00:24:58,910 –> 00:25:02,959
Speaker 3: D2C and then went mass distribution. Or if you want

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00:25:03,000 –> 00:25:05,639
Speaker 3: to continue down the path of coffee, you can go

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00:25:05,680 –> 00:25:09,159
Speaker 3: check out an episode way back in the archives where

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00:25:09,220 –> 00:25:13,650
Speaker 3: we interviewed one of the executives of Nespresso, Justin George.

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00:25:13,830 –> 00:25:16,190
Speaker 3: He’s no longer with Nespresso, but him and Mesh know

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00:25:16,230 –> 00:25:18,590
Speaker 3: each other. So why not go listen to that episode?

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00:25:18,950 –> 00:25:20,800
Speaker 3: If you like what you heard, tell a friend, write

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00:25:20,820 –> 00:25:22,419
Speaker 3: a review. Thanks for listening.

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00:25:41,420 –> 00:25:45,400
Speaker 2: Hi, I’m Jackie Cooper, Global Chief Brand Officer at Edelman

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00:25:45,440 –> 00:25:48,210
Speaker 2: and the host of Touch of Truth, a new podcast

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00:25:48,250 –> 00:25:51,710
Speaker 2: launching on the Adweek Podcast Network. My dad gave me

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00:25:51,730 –> 00:25:55,429
Speaker 2: this incredibly smart piece of advice, meet everyone once. As

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00:25:55,470 –> 00:25:57,800
Speaker 2: a result, I’ve met some of the most fascinating and

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00:25:57,859 –> 00:26:00,959
Speaker 2: inspiring people on the planet. Now on Touch of Truth,

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00:26:01,160 –> 00:26:04,419
Speaker 2: we’re coming centre stage and sharing the mic to experience

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00:26:04,460 –> 00:26:07,330
Speaker 2: stories of truth, insights and visions for the future that

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00:26:07,350 –> 00:26:08,890
Speaker 2: will challenge your way of thinking.

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00:26:09,010 –> 00:26:11,960
Speaker 3: Touch of Truth is available wherever you listen to podcasts.

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00:26:12,280 –> 00:26:15,100
Speaker 2: New episodes come out every Tuesday. I do hope to

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Speaker 2: see you there.