Serving Coffee & Connection: How Jared Truby integrates business and authentic shared experience.
Mon Sep 08 2025
Cat & Cloud Coffee makes a mean breakfast burrito — and, of course, a great cup of java.But that’s not the main reason Jared Truby founded the Santa Cruz, California, coffee shop.
“I like creating things that people can feel connected to and authentic in,” Jared says. “What ended up spawning from that is just how can we create authenticity and a unique connection for not only the people who come in, but for the people who work together?”
At Cat & Cloud, “authenticity” and “connection” aren’t just buzzwords. They’re the foundation of a business that strives to care for and develop its employees — all employees, full or part-time, get paid vacation, benefits, and autonomy grow into the roles that are right for them — as well as serve its community.
It’s less about running a coffee shop and more about being a leader.
“One of our jobs as leaders is to show people that there is value outside of the workplace if you learn and dive into the things that we're trying to teach you,” Jared says. “And I think when it clicks, people start saying, ‘Oh, nice. Like, it doesn't suck to work here, and I'm actually becoming a better person.’”
Listen in as Jared shares more about the origin of Cat & Cloud coffee, its mission, and the challenges and rewards of building a small business centered around growth and connection. –Cat & Cloud: https://catandcloud.com/–Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.
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Cat & Cloud Coffee makes a mean breakfast burrito — and, of course, a great cup of java.But that’s not the main reason Jared Truby founded the Santa Cruz, California, coffee shop. “I like creating things that people can feel connected to and authentic in,” Jared says. “What ended up spawning from that is just how can we create authenticity and a unique connection for not only the people who come in, but for the people who work together?” At Cat & Cloud, “authenticity” and “connection” aren’t just buzzwords. They’re the foundation of a business that strives to care for and develop its employees — all employees, full or part-time, get paid vacation, benefits, and autonomy grow into the roles that are right for them — as well as serve its community. It’s less about running a coffee shop and more about being a leader. “One of our jobs as leaders is to show people that there is value outside of the workplace if you learn and dive into the things that we're trying to teach you,” Jared says. “And I think when it clicks, people start saying, ‘Oh, nice. Like, it doesn't suck to work here, and I'm actually becoming a better person.’” Listen in as Jared shares more about the origin of Cat & Cloud coffee, its mission, and the challenges and rewards of building a small business centered around growth and connection. –Cat & Cloud: https://catandcloud.com/–Infinitely Scalable Podcast: Helping entrepreneurs, creatives, and humans everywhere find freedom.