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Amy Hutto:  Welcome to So Tell Me What You Do, I'm Amy Hutto, a productivity coach who takes the friction out of work for independent small business owners.

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Amy Hutto:  If we talked, you'd know instantly that what I love most is learning all about other people's work.

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Amy Hutto:  So join me as we talk to a different small business owner, entrepreneur, nonprofit leader, or creative each week, so they can tell me and you what they do.

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Amy Hutto:  This podcast represents the opinions of the speakers and guests to the show.

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Amy Hutto:  The content should not be taken as advice, medical or otherwise.

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Amy Hutto:  The content here is for informational purposes only.

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Amy Hutto:  Because each person is so unique, please consult a healthcare professional for any medical questions.

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Chris Coyne: Hello, how are you Amy?

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Amy Hutto: I'm good, how are you?

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Chris Coyne: So good, so good.

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Amy Hutto: So would you like to introduce yourself?

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Chris Coyne: Yeah, for sure.

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Chris Coyne: So I'm Chris Coyne, co-owner and CEO of Muletown Coffee Roasters.

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Chris Coyne: Very blessed and humbled to be part of that group, for sure.

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Chris Coyne: Additionally, I run a company called Motivate, which is a leadership development coaching company.

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Chris Coyne: I've been doing that since I retired from the Air Force back in 2011.

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Chris Coyne: And I do it sparingly now.

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Chris Coyne: Really been trying to retire from that, but every now and then, God puts somebody in my path that is very interesting and wants some help in growing their leadership skills.

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Chris Coyne: So, but most of my day, I spend around coffee.

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Chris Coyne: And I gotta tell you, it's pretty great.

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Chris Coyne: Yeah, it's pretty great.

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Amy Hutto: Well, I'm a lover of coffee.

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Amy Hutto: I've got mine right here.

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Chris Coyne: Indeed.

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Chris Coyne: You are a wonderful tribe member, and we appreciate that.

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Amy Hutto: You have these two very different lines of business.

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Chris Coyne: Yeah, yeah.

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Amy Hutto: Chris, tell me what you do all day.

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Chris Coyne: Yeah.

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Chris Coyne: So, maybe just a little background.

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Chris Coyne: That would be helpful.

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Chris Coyne: Just before I retired, I had this bit of a breakdown.

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Chris Coyne: I was thinking, my Lord, what am I going to do with my life?

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Chris Coyne: All right.

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Chris Coyne: This is all I've ever known was the military since I was 17.

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Chris Coyne: The last several years of my career, great majority of the latter part of my career, I spent teaching at a leadership academy.

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Chris Coyne: And I fell in love with just the whole idea of leadership growth and development.

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Chris Coyne: And as you know, particularly with the varied background that you have, there's so many different angles to that out there across the board.

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Chris Coyne: And I began as a motivational speaker.

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Chris Coyne: I really wanted to travel and do that.

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Chris Coyne: I really enjoyed that.

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Chris Coyne: But it felt a bit empty because I was so preoccupied with the first four or five rows.

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Chris Coyne: I'm watching people write and I'm asking myself, what are they doing with those notes?

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Chris Coyne: Are they going on a bookshelf with all of the Covey books and Maxwell books and all the other great stuff?

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Chris Coyne: Do they really want to affect change and do something?

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Chris Coyne: So I would wait at the side of the stage and I would talk to people individually as I could.

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Chris Coyne: And that led me more towards a one-on-one approach.

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Chris Coyne: I really wanted to meet with people individually and leverage all the nearly 30 years of military experience that I had.

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Chris Coyne: So I grew the coaching business just shy of my retirement and then went on the road a little bit in retirement to do all that.

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Chris Coyne: I really appreciated it.

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Chris Coyne: I loved the fact that it allowed some continuity in my life from what Uncle Sam created.

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Chris Coyne: But then I was on the road too much.

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Chris Coyne: And my babies are growing and I want to be with them.

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Chris Coyne: And so, lo and behold, in 2015, we decided to relocate here to Columbia from Knoxville.

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Chris Coyne: And to be closer to my in-laws, what a wonderful, wonderful decision that was.

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Chris Coyne: And I met these two hipsters that own a coffee shop in the square where there's hardly anybody and it was a very much, if you build it, people will come kind of scenario.

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Chris Coyne: So my predecessor, Chris Winnegar, and my current partner, Matt Johnson, they grew this beautiful little jewel called Muletown Coffee Roasters.

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Chris Coyne: And I started to coach them.

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Chris Coyne: And then in 2019, my predecessor decided to go on and do something different.

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Chris Coyne: And so I bought the majority of the business, and Matt and I have taken it since there.

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Chris Coyne: And we've been very, very blessed.

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Chris Coyne: Most of the days I spend operating more as a CFO than anything, the finances was a really big part of the business.

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Chris Coyne: As any business owner will know, gosh, cash flow and debt consolidation, and your labor expenses and cost of goods, all those things, of course.

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Chris Coyne: But the primary thing is keeping an eye on being wise with the money every day.

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Chris Coyne: And it really is...

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Chris Coyne: The analogy I use is it's man-to-man coverage at sports.

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Chris Coyne: It's not zone coverage.

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Chris Coyne: You need to have body on body every day and paying attention.

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Chris Coyne: So I spend most of my day in the leadership role in the finance realm.

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Chris Coyne: But because of my coaching background, I also tend to do an awful lot of one-on-ones with our leadership and helping them figure out where they want to be and how they want to grow.

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Chris Coyne: And so I get a little best of both worlds.

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Chris Coyne: Yeah.

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Chris Coyne: Very thankful for that.

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Amy Hutto: So coaching led you to a coffee business.

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Chris Coyne: How's that?

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Chris Coyne: How's that?

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Chris Coyne: Hey, and you want to know something really crazy?

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Chris Coyne: Again, all those years in the military, I never drank coffee.

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Chris Coyne: I never drank it.

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Chris Coyne: And this is so funny because Chris, again, Weninger, my predecessor, he introduced me to an Ethiopian coffee.

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Chris Coyne: He said, taste this.

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Chris Coyne: I know you don't like coffee, but it tastes like blueberries.

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Chris Coyne: I said, okay.

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Chris Coyne: This is back in 2015-ish.

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Chris Coyne: And I tasted the coffee and I said to him, buddy, if you think that tastes like a blueberry, I'm going to take you to the farmer's market and get you a blueberry because I don't know what you're...

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Chris Coyne: And so he was persistent and taught me to taste a little bit better than what I knew how to in a coffee.

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Chris Coyne: And I'll be dipped after about the fourth sip.

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Chris Coyne: I said, oh my God, there's blueberries in there.

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Chris Coyne: And that awoken something in me.

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Chris Coyne: I joined the company primarily because I'm a culture leadership kind of guy.

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Chris Coyne: I like to help build culture.

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Chris Coyne: And I didn't know a whole lot about coffee, but very quickly I fell in love with it.

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Chris Coyne: And I found that I could very easily link the two worlds because folks that come to work for us, we've got the greatest team on the planet.

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Chris Coyne: And I know that sounds trite, but it's the truth.

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Chris Coyne: You ask people who come into our cafe and into our roasting house, we just have the greatest people.

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Chris Coyne: But I don't want them pouring lattes for the rest of their lives.

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Chris Coyne: I mean, as long as they're with us, I'm happy.

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Chris Coyne: With the exception of a handful of my directors who I want them to make this a career, I really want people very much like Chick-fil-A, which is a group I work with here, the local Chick-fil-A.

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Chris Coyne: We talk about leaving people better than you found them.

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Chris Coyne: And so they can come and do a really great thing with Muletown Coffee and help us build community.

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Chris Coyne: But at the same time, I want them to be thinking about their future and what they're doing.

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Chris Coyne: So we do try to focus on that as well.

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Amy Hutto: My favorite baristas are all around town these days.

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Amy Hutto: They've all graduated on to other things.

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Amy Hutto: You see them make that transition, and then it's a truly wonderful aspect of the culture at the coffee shop.

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Chris Coyne: For sure.

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Chris Coyne: And our baristas have their favorite clients as well.

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Chris Coyne: Yeah, many of you walk through the door, and they're just as excited to see you as you are them.

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Chris Coyne: Coffee notwithstanding, what coffee does.

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Chris Coyne: Yeah, that's another really quick, funny story, too.

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Chris Coyne: When I first walked in the coffee shop nine years ago, Austin Jones, who is my director of branding and marketing, and he's the best there is, he was actually serving as a barista.

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Chris Coyne: And I happened to, because of what I did for a living at the time, I'm watching him interact, and I told Matt, watch your barista and watch what he does.

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Chris Coyne: There's nothing transactional about his behavior.

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Chris Coyne: It's all relational.

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Chris Coyne: And so that's a very key point.

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Chris Coyne: Again, it's easy to say that.

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Chris Coyne: It's just very difficult to nurture it and create it.

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Chris Coyne: And the only thing that I ask of my team every day, the only thing I ask them, is to show up and care.

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Chris Coyne: So everything else is going to work itself out.

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Chris Coyne: We'll teach you.

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Chris Coyne: We'll have good days.

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Chris Coyne: We'll have tough days.

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Chris Coyne: But if you show up and care, everything's going to work.

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Chris Coyne: And Austin was the very first...

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Chris Coyne: I mean, that was the first indication to me that there was something special going on here at Muletown Coffee that you don't see everywhere.

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Chris Coyne: Yeah.

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Chris Coyne: I feel like we've continued to grow that through the years.

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Amy Hutto: So when you tell this story, it all seems to flow into each other.

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Amy Hutto: The military, the motivational speaking, the coaching, the coffee.

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Amy Hutto: But lots of people have disparate experiences like that, and it does not make them buy into a business.

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Amy Hutto: What made you say yes to this and start?

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Chris Coyne: Yeah, boy, that is a great question.

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Chris Coyne: I think ultimately it was very providential.

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Chris Coyne: So I'm a man of faith, unapologetically.

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Chris Coyne: And I think what happened was my friend Chris, he was going through a very hard time in his life as well.

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Chris Coyne: His dad had just passed away.

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Chris Coyne: This is all public knowledge, so I'm not talking out of school.

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Chris Coyne: And he was struggling with a great many things, part of which he was a serial entrepreneur, which is a great thing, but it's also a bit of a curse, yeah?

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Chris Coyne: So he was sort of looking for a way to reinvent and do some things differently.

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Chris Coyne: But it was Chris primarily who grew this company, right?

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Chris Coyne: It was his idea.

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Chris Coyne: It was Chris who poured a lot of the sweat equity in.

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Chris Coyne: He invited Matt, his fellow singer-songwriter and good buddy into it, and together they took all the risks to grow this place.

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Chris Coyne: And as with any case, sort of the business enterprise world, most businesses, they're growing or they're dying.

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Chris Coyne: It is pretty binary.

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Chris Coyne: But you reach a plateau, and when you reach that plateau, you've got a choice to make.

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Chris Coyne: You can either do some reinvention and diversification, any number of things, or you sell the business, move on, or the business itself dies, unfortunately, if there's no movement.

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Chris Coyne: And so I really commend Chris for the maturity that he had from a business standpoint, from a leadership standpoint, to realize the bandwidth that he had and maybe what the company needed in terms of just a spark or something new and different to reinvent it and refocus on the things that were most important.

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Chris Coyne: And it was really just pretty perfect at the time.

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Chris Coyne: Although I didn't know a lot about coffee, I know a lot about, just through pure experience, but also love and passion, growing teams and helping an organization find the right culture.

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Chris Coyne: And so I will never forget it.

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Chris Coyne: We were sitting in the old cafe, he and I.

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Chris Coyne: There were some tears because there was just a lot of hard stuff going on.

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Chris Coyne: And he said, I need to find a way.

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Chris Coyne: I need to find a parachute.

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Chris Coyne: But I just can't let go of this baby that I've created.

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Chris Coyne: And I can't just turn it over.

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Chris Coyne: And I promise you, Amy, I had never given it a thought.

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Chris Coyne: I mean, not even the semblance of a thought.

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Chris Coyne: But the words came out of my mouth.

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Chris Coyne: Well, what if it's me?

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Chris Coyne: And he said, what do you mean?

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Chris Coyne: And I said, well, buddy, I don't know a whole lot about coffee, but I do want to get off the road.

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Chris Coyne: And I am looking to invest in something that I love.

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Chris Coyne: I love you guys.

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Chris Coyne: I love your families.

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Chris Coyne: I love the team.

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Chris Coyne: I love what you're doing here.

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Chris Coyne: And although I don't know a lot about the product, I feel like perhaps I could be helpful in just recalibrating what the company is all about and how to get to the next level.

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Chris Coyne: And so that began the conversation, and I give him all the credit in the world.

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Chris Coyne: He just thought in the moment, hey, why not?

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Chris Coyne: And I know you love the company, even though you don't know enough about coffee, but Matt does, and certainly Justin, our director of coffee, does, and Elena, our director of retail, she's one of a kind and amazing.

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Chris Coyne: And so the team was in place.

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Chris Coyne: We just needed a spark.

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Chris Coyne: And so I think it just seemed like the right fit.

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Chris Coyne: Convincing my wife was the most difficult part.

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Chris Coyne: She thought I was crazy.

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Chris Coyne: And I probably was a little bit.

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Chris Coyne: But here we are, you know, almost five years later, and just so incredibly thankful.

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Amy Hutto: So from that one moment, you dove in and adopted coffee, which you did not drink as your life.

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Amy Hutto: Now that you're in, what is it that you love about it?

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Chris Coyne: Well, I think that primarily my directors, well, co-owner Matt and my buddy, and our directors, Elena, Austin, and Justin, the number one thing that we focused on right out of the gate was quality of life.

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Chris Coyne: Because I did get the sense that although it was nobody's fault and it wasn't intentional, it was a bit frantic.

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Chris Coyne: The pace we were setting, the hours, the expectations or lack thereof, I wanted to dial down to this really small focus point of making sure that everybody on the team understood that their raison d'etre, right, their reason to come to work every day was not to grow the company from me.

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Chris Coyne: And I know that may sound whatever, I don't know, false modesty or whatever it is.

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Chris Coyne: It's the truth, it's the absolute truth.

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Chris Coyne: And so I wanted us to focus on them coming to work every day and truly enjoying what they were doing.

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Chris Coyne: And so as we started down that path, I felt like less and less I had to use the words quality of life.

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Chris Coyne: I had to use it in every meeting for the first probably year, I don't know, maybe.

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Chris Coyne: But the more that they adopted the idea and they trusted it and they made it their own, the easier it was.

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Chris Coyne: And so slowly but surely, the things that I was most hopeful for, which was a team of people who, again, truly enjoyed what they were doing, even in the difficult moments, would make me feel like I made the right decision.

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Chris Coyne: And it was, I mean, in hindsight, just a wonderfully providential thing, not without challenge, not without, you know, how are we going to turn the reins over this company to a guy that doesn't really understand coffee, but relying on the empowerment, like true empowerment in every sense of our directors and their teams, extending trust where trust was already earned and deserved was incredibly important in the initial stages.

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Chris Coyne: And so slowly but surely the puzzle pieces started to come together.

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Chris Coyne: And then, good lord, two and a half years ago, I think, time frame wise, we got approached by a massive company that wanted to buy our product wholesale.

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Chris Coyne: And that single-handedly changed the entire landscape for us in the roasting world.

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Chris Coyne: And it enabled us to do things, including saying yes to Stephen, our landlord, who's salt of the earth.

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Chris Coyne: Do we want to take over this new corner spot that's twice the size of our cafe so that we can grow our community presence?

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Chris Coyne: And so all these little pieces started to come together, and each one of them was just further affirmation that not only did I make the right decision, but hopefully my team in extending trust back to me and allowing me to join this group felt like they made the right decision, too, in allowing me to join the team.

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Chris Coyne: So, and I don't take that lightly, for sure.

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Amy Hutto: Because what is it that you wish your customers or client base understood?

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Chris Coyne: Ooh, well, my instincts tell me to say running a small business is very, very, very difficult.

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Chris Coyne: Particularly in this landscape and this economic environment, it's very, very difficult.

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Chris Coyne: It is an everyday task.

00:15:34.467 --> 00:15:36.927

Chris Coyne: There's no glory in it.

00:15:36.987 --> 00:15:47.687

Chris Coyne: I think oftentimes, here's what I would say, I think oftentimes when people see, for example, a company like Muletown Coffee, it's very shiny, it's beautiful, and it's fun, and the community, and everybody's coming together and having a ball, and all that stuff is very true.

00:15:48.287 --> 00:15:51.347

Chris Coyne: It's really great and cool from that perspective.

00:15:52.347 --> 00:16:04.247

Chris Coyne: But, you know, coming up with new pastry recipes, roasting consistent coffee, paying people what they deserve, paying people what they deserve, that's a massive piece right there alone, right?

00:16:04.267 --> 00:16:05.547

Chris Coyne: We can't possibly do that.

00:16:05.927 --> 00:16:07.347

Chris Coyne: We do our best, we try.

00:16:08.047 --> 00:16:14.047

Chris Coyne: We can't pay, I can't pay my team what they deserve, but they should be making twice what they're making right now.

00:16:14.367 --> 00:16:17.787

Chris Coyne: But nobody's going to pay $15 for a latte, right?

00:16:17.807 --> 00:16:38.447

Chris Coyne: So you've got this balance that has to happen, literally on a daily basis, where you're meeting the customer's needs, or you're solving problems for your customers, not just caffeine intake, but welcoming people into your cafe, of all walks of life, of everything, every unfortunate division that this world wants to put on us.

00:16:38.947 --> 00:16:40.207

Chris Coyne: Everybody, you're all welcome.

00:16:40.227 --> 00:16:42.127

Chris Coyne: Come in and take a breath.

00:16:43.287 --> 00:16:54.047

Chris Coyne: And so, yeah, I'm not sure our customers don't already know that, but if they didn't know that, I would want them to understand just how hard it is to run a business on a daily basis.

00:16:54.067 --> 00:17:15.087

Chris Coyne: And these people that are behind the counter and in the kitchen and sweeping the floors and smiling at you and reloading the drinks in the cooler and all these things, they do it because I think they truly, truly, truly love the Muletown Coffee concept and what we're trying to do in this beautiful little town that we have.

00:17:15.967 --> 00:17:20.407

Chris Coyne: And overwhelmingly, Amy, I would say that our customers are fantastic.

00:17:20.427 --> 00:17:21.107

Chris Coyne: And I mean that.

00:17:21.407 --> 00:17:23.187

Chris Coyne: They are patient.

00:17:23.387 --> 00:17:25.867

Chris Coyne: You can't make a latte in 40 seconds, right?

00:17:25.887 --> 00:17:26.567

Chris Coyne: I mean, it's just...

00:17:27.087 --> 00:17:29.627

Chris Coyne: everything is a craft and everything just takes time.

00:17:29.927 --> 00:17:35.907

Chris Coyne: They're overwhelmingly patient, and very, very rarely do we have somebody who has some unfair expectations.

00:17:36.527 --> 00:17:39.327

Chris Coyne: And so I would say largely our customers meet us where we are.

00:17:40.187 --> 00:17:41.727

Chris Coyne: Running a small business is very hard.

00:17:41.747 --> 00:17:42.967

Chris Coyne: I don't want to dissuade anybody.

00:17:43.227 --> 00:17:49.567

Chris Coyne: I mean, I make part of my living helping small business leaders through understanding the difficult times.

00:17:50.367 --> 00:17:51.907

Chris Coyne: But it is a very difficult environment.

00:17:53.647 --> 00:17:57.747

Amy Hutto: Chris, what is your biggest challenge that you face each day in this business?

00:17:58.947 --> 00:18:01.547

Chris Coyne: Yeah, paying people what they deserve, without a doubt.

00:18:02.307 --> 00:18:10.207

Chris Coyne: I would say this in the spirit of transparency, although I don't want to offer this as any sort of wisdom or counsel for any business owners out there right now.

00:18:10.827 --> 00:18:21.567

Chris Coyne: Matt and I, my business partner and I, are so aligned in our lives, our values, our families, although he has babies and mine are nearly grown.

00:18:22.427 --> 00:18:27.147

Chris Coyne: The way we look at the world, the way we treat people, our inadequacies, our...

00:18:28.147 --> 00:18:29.207

Chris Coyne: I mean, all kinds of things.

00:18:29.227 --> 00:18:30.887

Chris Coyne: We are so closely aligned.

00:18:31.767 --> 00:18:50.367

Chris Coyne: And almost from day one, one of the number one things, the most important things that we've been aligned on is we're just going to continue to do our best to pay people and to increase what we can, when we can, even if it's risky.

00:18:51.147 --> 00:18:55.567

Chris Coyne: So oftentimes, when you see things, you're holding on too tight.

00:18:55.587 --> 00:19:04.887

Chris Coyne: We have to remember every day, and I've told my directors this over and over again, and I apologize for being trite ahead of time, that this company does not belong to us.

00:19:05.147 --> 00:19:07.027

Chris Coyne: It belongs to this community.

00:19:07.047 --> 00:19:08.087

Chris Coyne: It really, really does.

00:19:08.147 --> 00:19:19.767

Chris Coyne: Matt and I do our best to be stewards, and yes, at the end of the day, it's our signatures on the line and all, but this company really, really belongs to this community.

00:19:19.787 --> 00:19:33.307

Chris Coyne: And so those people who are tactically investing in our company every day, these are the baristas and the bakers and the roasters, and Matt and I meet very, very frequently to say, okay, whose pay can we adjust?

00:19:33.607 --> 00:19:35.887

Chris Coyne: How can we give somebody a little bit extra?

00:19:35.907 --> 00:19:41.407

Chris Coyne: We know money isn't a motivator for sure, but in this environment, it's so difficult to make ends meet.

00:19:42.607 --> 00:19:54.327

Chris Coyne: And so the number one thing that's on my mind every day and the most important thing is finding money every single day to reward people and help them financially.

00:19:54.527 --> 00:19:57.747

Chris Coyne: That's what keeps me up at night.

00:19:57.767 --> 00:20:04.147

Chris Coyne: That's why I look at the finances with a fine-tooth comb every single day so that we can continue to do that.

00:20:04.187 --> 00:20:07.047

Chris Coyne: Everything else, I believe, is going to take care of itself, quite honestly.

00:20:07.247 --> 00:20:18.947

Chris Coyne: We do a lot of other things right in terms of motivators and money being the biggest dissatisfier when somebody can't make their rent or can't afford to buy a house or can't afford to take their family on a vacation.

00:20:19.267 --> 00:20:20.607

Chris Coyne: These are very basic things.

00:20:20.707 --> 00:20:25.447

Chris Coyne: And if the company can't do that, ultimately, what are we really doing?

00:20:28.127 --> 00:20:32.607

Amy Hutto: So you've acknowledged the grit that goes into the shiny small business.

00:20:33.147 --> 00:20:39.827

Amy Hutto: When you have one of those gritty tough days, what are the moments that let you fall back in love with the business all over again?

00:20:40.387 --> 00:20:42.307

Chris Coyne: Oh, man, you ask such great questions.

00:20:43.787 --> 00:20:46.567

Chris Coyne: The people, that's the easy answer, but it's the right answer.

00:20:47.207 --> 00:20:54.767

Chris Coyne: This past week, we finally got to reward in a way that I thought was really super cool.

00:20:55.287 --> 00:21:11.447

Chris Coyne: Two of our directors, by sending them all expenses paid to the Specialty Coffee Association, SCA Conference in Chicago, and Elena specifically, every one of our directors are part of the glue.

00:21:11.627 --> 00:21:21.867

Chris Coyne: Elena has so much experience and so many things in our company for so many years, that when she is absent, her presence is really felt.

00:21:22.207 --> 00:21:24.767

Chris Coyne: Her absence and presence is felt.

00:21:24.787 --> 00:21:27.307

Chris Coyne: And so Murphy's Law, right?

00:21:27.327 --> 00:21:33.887

Chris Coyne: She gets on the plane and flies out, and our redundancy in the bakery falls sick that morning, like really sick.

00:21:33.907 --> 00:21:35.647

Chris Coyne: I got a bad cold, like sick.

00:21:36.467 --> 00:21:37.627

Chris Coyne: So now what are we going to do?

00:21:37.787 --> 00:21:42.107

Chris Coyne: And so she just had to figure out, we just had to figure it out.

00:21:42.727 --> 00:22:01.847

Chris Coyne: And so when I see somebody raise their hands voluntarily and say, it's no problem, I'll come in on my day off, or I will stay an extra shift and work a double, or one of our good friends in town celebrated his 50th birthday and his wife wanted to have a surprise birthday party.

00:22:01.867 --> 00:22:12.667

Chris Coyne: And so we opened up our cafe for them on Saturday evening, and one of our managers just volunteered to stay that evening and help them and take care of them and make sure everything was right.

00:22:12.707 --> 00:22:22.767

Chris Coyne: So at the end of the day, specifically watching our people fall in love, even in the difficult times of our company, makes it so much easier for Matt and I to do the same thing.

00:22:22.847 --> 00:22:30.387

Chris Coyne: Also, for my business partner particularly, he's got four young children and he's involved in so many things.

00:22:30.407 --> 00:22:32.727

Chris Coyne: He's an outstanding singer-songwriter.

00:22:34.507 --> 00:22:42.847

Chris Coyne: When you have four young children, three girls and a boy, and you're thinking about the future, that can be a very daunting thing.

00:22:42.867 --> 00:22:45.367

Chris Coyne: And so I take a lot of cues from him.

00:22:45.527 --> 00:22:48.847

Chris Coyne: You know, he finds so much optimism in so many things.

00:22:49.027 --> 00:22:53.967

Chris Coyne: And in the very rare moments where my glass is not half full, I can feed off him.

00:22:53.987 --> 00:22:56.267

Chris Coyne: He's a super great partner in that way.

00:22:56.387 --> 00:23:01.427

Chris Coyne: So, largely speaking, our people make it so much easier to fall in love with our businesses every day.

00:23:01.447 --> 00:23:05.267

Amy Hutto: Chris, who do you wish that you could reach?

00:23:05.767 --> 00:23:13.587

Chris Coyne: Years ago, how I got involved, really got fully involved with Matt and Chris, was a friend of ours lost his wife tragically.

00:23:14.067 --> 00:23:21.967

Chris Coyne: And another friend said to him, I want you to, at least once a week, to come sit on my porch with me and have coffee.

00:23:22.247 --> 00:23:23.067

Chris Coyne: We don't have to talk.

00:23:23.467 --> 00:23:24.707

Chris Coyne: We just need to...

00:23:26.187 --> 00:23:27.887

Chris Coyne: I just want to be present, right?

00:23:27.907 --> 00:23:30.287

Chris Coyne: I just want you to know that I'm here.

00:23:30.407 --> 00:23:37.527

Chris Coyne: And so, as my leadership guru and mentor, Simon Sinek, would say, I just want to sit in the mud with you.

00:23:38.447 --> 00:23:41.307

Chris Coyne: It's dirty and it's uncomfortable and it's yucky, but I just want to sit in here with you.

00:23:41.327 --> 00:23:43.967

Chris Coyne: And that grew this idea of porch time.

00:23:44.387 --> 00:23:50.067

Chris Coyne: So this porch time thing began with just a handful of guys, and Matt and Chris invited me into that.

00:23:50.427 --> 00:23:59.367

Chris Coyne: And as I got to know these guys more and more, the more I realized the value of community, like the true, true, true value of community.

00:23:59.647 --> 00:24:07.667

Chris Coyne: And I like to think that ultimately that's what Muletown Coffee does in the most real of senses.

00:24:08.307 --> 00:24:12.307

Chris Coyne: People do come into our coffee shop to get coffee because it's great coffee.

00:24:13.407 --> 00:24:16.607

Chris Coyne: But I know full well that people are coming in there for far more than that.

00:24:17.467 --> 00:24:18.807

Chris Coyne: And it isn't just to do work.

00:24:19.287 --> 00:24:21.087

Chris Coyne: We have many people that do that as well.

00:24:21.567 --> 00:24:26.687

Chris Coyne: But rarely, rarely do you see somebody sitting in there by themselves for hours and hours and hours.

00:24:27.427 --> 00:24:29.947

Chris Coyne: They might start that way, and then they've invited a friend.

00:24:30.987 --> 00:24:32.007

Chris Coyne: I see first dates.

00:24:32.027 --> 00:24:32.847

Chris Coyne: I see ministry.

00:24:33.007 --> 00:24:33.927

Chris Coyne: I see business.

00:24:34.027 --> 00:24:35.067

Chris Coyne: I see families.

00:24:35.087 --> 00:24:41.087

Chris Coyne: I see single dads and single moms coming in here, because they feel like our place is really welcoming.

00:24:41.107 --> 00:24:45.847

Chris Coyne: And that's the thing that makes me most happy about what we do.

00:24:45.867 --> 00:24:48.887

Chris Coyne: And I don't feel like I answered your question well, so can you re-ask it?

00:24:48.907 --> 00:24:51.227

Chris Coyne: I think you answered it.

00:24:51.247 --> 00:24:54.667

Chris Coyne: I got very sentimental there, and I feel like I got off track.

00:24:55.387 --> 00:24:59.747

Amy Hutto: I think it was the best answer in the world, but I will re-ask it, and you can decide.

00:24:59.767 --> 00:25:00.967

Chris Coyne: Wonderful, wonderful.

00:25:01.947 --> 00:25:02.887

Amy Hutto: Who do you wish you could be?

00:25:03.747 --> 00:25:04.247

Chris Coyne: Okay, great.

00:25:04.707 --> 00:25:10.587

Chris Coyne: What I would like to do is I would like for Muletown Coffee to demonstrate the power of porch time.

00:25:10.687 --> 00:25:18.847

Chris Coyne: I would like very much to reach people who need community, and it could be for any number of reasons that they just don't feel community.

00:25:19.707 --> 00:25:24.507

Chris Coyne: This idea of porch time that I elaborated on has become its own thing now.

00:25:24.567 --> 00:25:32.167

Chris Coyne: So there's still our, we call the OG group, the original group, there's eight of us, and we still get together on that same porch with our friends.

00:25:33.067 --> 00:25:40.307

Chris Coyne: Coincidentally and tragically, the gentleman who invited the first gentleman out on the porch tragically lost a child.

00:25:40.927 --> 00:25:45.307

Chris Coyne: And so it was an opportunity for the group to then come together for this other person.

00:25:46.247 --> 00:25:54.347

Chris Coyne: And there's, Amy, there's so much power in that, healing and love, genuine love.

00:25:54.607 --> 00:26:00.867

Chris Coyne: And at the end of the day, I did get in trouble with my team in the very beginning by saying this phrase a few times.

00:26:01.207 --> 00:26:03.387

Chris Coyne: We have to remember this is not about coffee.

00:26:04.727 --> 00:26:11.907

Chris Coyne: And I think they did understandably take that the wrong way, that I was somehow, because I didn't understand coffee well enough, the product, that I was diminishing it.

00:26:11.927 --> 00:26:13.627

Chris Coyne: And that was the furthest thing from the truth.

00:26:13.687 --> 00:26:16.007

Chris Coyne: What I was trying to say is coffee is a vehicle, right?

00:26:16.647 --> 00:26:17.907

Chris Coyne: Coffee is a way.

00:26:17.927 --> 00:26:21.347

Chris Coyne: We even use it in terms that don't mean coffee.

00:26:21.767 --> 00:26:23.187

Chris Coyne: Hey, let's get together and get a coffee.

00:26:23.767 --> 00:26:24.827

Chris Coyne: People say that all the time.

00:26:24.847 --> 00:26:25.587

Chris Coyne: They don't even mean it.

00:26:25.607 --> 00:26:26.367

Chris Coyne: I don't even drink coffee.

00:26:26.387 --> 00:26:27.087

Chris Coyne: I'm going to drink tea.

00:26:27.167 --> 00:26:28.227

Chris Coyne: That's what I hear people say.

00:26:28.727 --> 00:26:32.047

Chris Coyne: So getting together, coffee is the joiner.

00:26:32.087 --> 00:26:33.627

Chris Coyne: It's the reason.

00:26:34.447 --> 00:26:35.867

Chris Coyne: It's an excuse to get together.

00:26:35.967 --> 00:26:38.787

Chris Coyne: And so porch time allowed us to do that.

00:26:38.967 --> 00:26:42.947

Chris Coyne: And if I think long and hard, honestly, I'll come up with the same answer.

00:26:43.567 --> 00:26:51.267

Chris Coyne: The people that I want to reach are those people who need to be seen, who need community, who need to know that they're not alone.

00:26:51.567 --> 00:26:53.667

Chris Coyne: And it doesn't have to be some ultra dramatic thing.

00:26:53.747 --> 00:26:55.987

Chris Coyne: Just come into our coffee shop and order a coffee.

00:26:56.287 --> 00:26:59.387

Chris Coyne: The way our baristas will treat you will make you feel like you're not alone.

00:27:00.527 --> 00:27:04.947

Chris Coyne: And then invite a friend or ask for network, hey, can you help me meet some people?

00:27:04.947 --> 00:27:06.367

Chris Coyne: And we'll be happy to do that.

00:27:06.387 --> 00:27:07.207

Chris Coyne: We do it all the time.

00:27:08.207 --> 00:27:14.847

Amy Hutto: So Chris, what is your one great takeaway from having done this work with Muletown Coffee?

00:27:15.927 --> 00:27:17.307

Chris Coyne: One great takeaway.

00:27:17.327 --> 00:27:19.367

Chris Coyne: I'd answer that maybe in two parts.

00:27:19.907 --> 00:27:21.147

Chris Coyne: So this would be two takeaways.

00:27:21.167 --> 00:27:22.287

Chris Coyne: I think they just kind of lead to the same thing.

00:27:22.307 --> 00:27:36.767

Chris Coyne: The first takeaway would be, I didn't mention this before, but when Matt and I did agree to join Hands and Chris agreed to sell the majority ownership to me, two out of three of our directors had left the company for a number of reasons.

00:27:36.787 --> 00:27:38.387

Chris Coyne: They had gone on to do other things.

00:27:38.907 --> 00:27:41.647

Chris Coyne: And candidly, Amy, I thought that was a little bit of a tragedy.

00:27:41.667 --> 00:27:45.587

Chris Coyne: Actually, I thought that was a lot of a tragedy because they were exceptional at what they did.

00:27:45.827 --> 00:27:49.227

Chris Coyne: Things just didn't align well at the end of the day.

00:27:49.227 --> 00:28:06.447

Chris Coyne: And so I invited them back and told them transparently in a meeting, in our roasting house, in a little bitty room in the back, I think that you, too, represent part of, if not most of, the heartbeat of Muletown Coffee and the cafe particularly.

00:28:07.607 --> 00:28:09.507

Chris Coyne: The roasting business would have survived well.

00:28:09.527 --> 00:28:12.387

Chris Coyne: We had still had our director in there, and it was growing and doing well.

00:28:12.407 --> 00:28:18.687

Chris Coyne: But the cafe needed some things, and so I asked them to really prayerfully consider rejoining our team.

00:28:19.247 --> 00:28:22.667

Chris Coyne: One of them said, should I just go up there and start now?

00:28:23.607 --> 00:28:25.967

Chris Coyne: So that was pretty easy, and I was very thankful for that.

00:28:25.987 --> 00:28:28.027

Chris Coyne: The other one said, I need some time to think about it.

00:28:28.947 --> 00:28:32.587

Chris Coyne: And they called Matt later that evening and said, I don't know why I said that.

00:28:32.607 --> 00:28:33.347

Chris Coyne: I don't need time.

00:28:33.367 --> 00:28:34.347

Chris Coyne: Yes, I want to come back.

00:28:34.687 --> 00:28:37.787

Chris Coyne: So the very next day, we were able to kind of rejoin as a team.

00:28:37.807 --> 00:28:54.687

Chris Coyne: So the first takeaway, the thing I think maybe I'd be most proud of is our director team taking a risk to come back and hearing the words that you are valued and you are important and we love being with you, that that has come full circle.

00:28:55.047 --> 00:29:04.007

Chris Coyne: And I would prayerfully hope, but I would also sort of expect that they feel very, very, very valued and they know how important they are to what we're trying to build and what we're trying to grow.

00:29:04.027 --> 00:29:11.027

Chris Coyne: So that would be a huge takeaway that our director team is just so, so tight and so strong and so committed and so passionate.

00:29:11.027 --> 00:29:12.447

Chris Coyne: We were able to create that together.

00:29:12.867 --> 00:29:24.907

Chris Coyne: The second thing is, it sounds like I'm repeating myself, but the idea of building community and using Muletown Coffee, the space, particularly our new space, how thankful we are that we have that.

00:29:25.207 --> 00:29:30.387

Chris Coyne: We are every single day trying harder to make it better and better and better.

00:29:30.387 --> 00:29:36.107

Chris Coyne: In quote, unquote, simple things like our branding, becoming a lifestyle brand, not just a coffee.

00:29:36.127 --> 00:29:44.107

Chris Coyne: When we see hats and T-shirts and sweatshirts, I was all the way across the country and I met somebody on a plane that had a Muletown Coffee hat on.

00:29:44.127 --> 00:29:45.727

Chris Coyne: I thought that was just the greatest thing ever.

00:29:46.207 --> 00:29:56.767

Chris Coyne: So that takeaway would be, I think we are making really good progress in the overall vision of building our community, making our community feel welcome.

00:29:56.827 --> 00:30:00.887

Chris Coyne: And we're getting better and better, and we'll never stop working to make that better.

00:30:01.207 --> 00:30:22.327

Chris Coyne: So very thankful for our director team, and also very, very thankful for the community aspect and what we're able to contribute to to this amazing little square, by the way, that's growing and so many fantastic business owners and just great people who understand relational versus transactional business and making our cute little square a great destination.

00:30:22.347 --> 00:30:25.067

Chris Coyne: I'm proud that Muletown Coffee is a good part of that.

00:30:25.727 --> 00:30:32.247

Amy Hutto: So Chris, if somebody is visiting our square and wants to come and see y'all, how do they find you?

00:30:32.267 --> 00:30:34.147

Amy Hutto: How do they come be part of this community?

00:30:34.487 --> 00:30:37.667

Chris Coyne: Yeah, so we're open Monday through Saturday, 6 to 6.

00:30:37.847 --> 00:30:41.167

Chris Coyne: We have events, obviously, through the year, where we're open longer.

00:30:41.207 --> 00:30:44.127

Chris Coyne: First Fridays, we're open till 8, the first Friday of every month.

00:30:44.467 --> 00:30:46.947

Chris Coyne: We're located right on the corner of the square.

00:30:46.967 --> 00:30:48.807

Chris Coyne: You absolutely can't miss it.

00:30:49.827 --> 00:31:05.007

Chris Coyne: It is the most populated part of the square, for sure, because right next to us is an amazing new store called Gather, which is a really cool kitchen product, but it's also some really cool home lifestyle things, and they do so many great things.

00:31:05.027 --> 00:31:15.667

Chris Coyne: We've got a cool little record store and an old school barber shop, and we've got a beautiful balloon shop run by an amazing family, and just all kinds of really cool little things around our square.

00:31:15.787 --> 00:31:17.187

Chris Coyne: You can find us on Instagram.

00:31:17.247 --> 00:31:21.947

Chris Coyne: If you type in Muletown Coffee, I'm proud that it definitely comes right up in that search engine.

00:31:21.987 --> 00:31:24.587

Chris Coyne: The first 10 or 12 hits on there, you can see.

00:31:24.587 --> 00:31:27.227

Chris Coyne: We do some clever, fun videos from time to time.

00:31:27.447 --> 00:31:29.047

Chris Coyne: We really want people to feel good.

00:31:29.587 --> 00:31:30.367

Chris Coyne: We feel good.

00:31:30.387 --> 00:31:31.567

Chris Coyne: Our motto is have a good one.

00:31:31.887 --> 00:31:33.607

Chris Coyne: It's pretty simple and straightforward.

00:31:34.027 --> 00:31:35.627

Chris Coyne: And we're pretty easy to find.

00:31:35.627 --> 00:31:41.407

Chris Coyne: Also, you know, we have a great retail presence here, of course, but we also have a pretty robust e-commerce world as well.

00:31:41.407 --> 00:31:49.327

Chris Coyne: So you can go online at muletowncoffee.com, and we'll send coffee and hats and t-shirts and sweatshirts your way, wherever you are.

00:31:49.367 --> 00:31:54.067

Chris Coyne: We just sent our coffee home with some new friends from Sweden, actually, that we met.

00:31:54.087 --> 00:31:57.567

Chris Coyne: So that'll probably be the furthest our coffee has ever traveled on the planet.

00:31:57.667 --> 00:32:00.367

Chris Coyne: Yeah, but we're pretty easy to find, and we'd love for you to come visit.

00:32:00.387 --> 00:32:01.487

Chris Coyne: Please come anytime.

00:32:02.067 --> 00:32:03.927

Amy Hutto: Chris, thank you for coming to visit with me today.

00:32:04.507 --> 00:32:05.707

Chris Coyne: Absolutely welcome, Amy.

00:32:05.727 --> 00:32:06.947

Chris Coyne: Thank you so much for having me.

00:32:06.987 --> 00:32:07.607

Chris Coyne: Very humbled.

00:32:08.407 --> 00:32:08.867

Amy Hutto: Thank you.

00:32:14.827 --> 00:32:15.867

Amy Hutto:  Thanks for joining us.

00:32:16.207 --> 00:32:20.027

Amy Hutto:  If you felt inspired by what you heard today, please subscribe and leave a review.

00:32:20.047 --> 00:32:24.887

Amy Hutto:  And if you haven't already, I encourage you to take that first step towards what you feel called to do.

00:32:25.427 --> 00:32:28.187

Amy Hutto:  If you need some help gaining clarity on that vision, reach out.

00:32:28.567 --> 00:32:32.407

Amy Hutto:  The world needs more people doing the thing they love most, and that includes you.