We caught up with the brilliant and insightful Jessica Moorman a few weeks ago and have shared our conversation below.
Jessica, looking forward to learning from your journey. You’ve got an amazing story and before we dive into that, let’s start with an important building block. Where do you get your work ethic from?
It’s simple — we were raised by parents who worked their asses off. They didn’t just talk about being dependable, they lived it every day. Adam and I grew up watching them push through long hours, tough seasons, and still show up, no matter what. That taught us early on that hard work isn’t optional — it’s just what you do when people are counting on you. Being reliable, showing up even when it’s hard, and putting heart into everything — that’s the standard they set, and it’s the standard we live by.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
We’ve worked countless hours, often seven days a week, to build a brand our town has come to know and love. But for us, it’s never just about the coffee — it’s about creating something meaningful. Every drink we make carries good vibes, love, and heart because that’s what we believe people deserve.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, I’d say the three most impactful qualities on this journey have been grit, adaptability, and people skills.
1. Grit: This kind of work takes more than passion — it takes stamina. There were (and still are) 14-hour days, financial setbacks, broken equipment, and unexpected curveballs. But grit is what keeps you going when motivation fades. My advice? Know your “why,” and hold onto it when the days get long and hard.
2. Adaptability: Nothing ever goes exactly as planned, especially in small business. We’ve had to change menus, locations, hours, suppliers — you name it. Being willing to pivot instead of panic is crucial. To develop this, I’d say: stay open-minded, don’t take failure personally, and always ask, “What’s the lesson here?”
3. People skills: This is a people-first business. Whether it’s your team or your customers, the way you treat people matters. You’re not just making coffee — you’re building relationships, creating a vibe, and making someone’s day better. If you want to grow in this area, work on active listening, managing emotions under pressure, and remembering that every person who walks through your door is choosing you — that means something.
Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
Our biggest area of growth in the last year has been learning to let go of control and trust our team. As business owners, it’s natural to feel like we have to do everything ourselves to make sure it’s done right — but that mindset isn’t sustainable. With the opening of our second location, we realized that real leadership means empowering others and giving our team the space to step up and shine. Letting go hasn’t always been easy, but it’s allowed us to grow not just as a business, but as leaders. And in the process, our team has grown stronger right along with us.
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