Cat & Cloud Podcast 

Cat & Cloud Coffee www.catandcloud.com/

What We Think Matters vs. What Actually Matters w/ Chris and Casey - Ep# 444 

This episode opens with an introduction to Casey Ryan—his background in filmmaking and eventually as an independent school principal, and how he found his way into Cat & Cloud—but quickly shifts into a deeper conversation about hospitality, coffee culture, and business. At the center is the question of what guests actually care about versus what coffee professionals think they care about, leading to a thoughtful breakdown of service, empathy, and meeting people where they are. Chris reflects on the tension between passion and practicality in specialty coffee, how to build excitement without overwhelming people, and why creating a welcoming, human experience ultimately matters more than showcasing expertise.

Chapters

00:00 Casey Ryan’s Path from Education to Cat & Cloud

08:00 What Guests Care About vs What We Think They Care About

17:00 Passion vs. Business in Specialty Coffee

22:00 Santa Cruz, Coffee Culture, and Meeting People Where They Are

29:00 Service as Soft Skill, Performance, and Human Connection

29:00 Training, Teaching, Enthusiasm and Not Overloading People

40:00 Coffee Curiosity, Guest Journeys, and No Gatekeeping

47:30 Gratitude for Team

Cat & Cloud:

Instagram: www.instagram.com/catcloudcoffee/

Webstore: Buy Our Coffee! www.catandcloud.com/

Roasters Choice Subscription www.catandcloud.com/collections/subscriptions

Wholesale Partners! Interested in serving our coffee at your business? Learn more about our Partner Program https://catandcloud.com/wholesale

Links –

Cafe Imports Event at World of Coffee: Moderated by Chris Baca

https://www.eventbrite.com/e/source-where-do-we-go-from-here-tickets-1983895046489

The Truth! Colombia Truji y Angelita Thermal Shock Natural 

https://catandcloud.com/products/colombia-truji-y-angelita-thermal-shock-natural

Jared Truby Zine

https://www.flipsnack.com/965BBFD6AED/letter-to-young-coffee-owners-issue-with-jared-truby

World of Coffee/SCA

https://usa.worldofcoffee.org/

Cat & Cloud Coffee was founded in 2016 by three friends who believe experiences and connections shape our lives. Former barista champions and lifelong coffee professionals, they envisioned a better way to do business and set out to create a values-driven organization that put culture first.

Our mission is to inspire connection by creating memorable experiences. Whether it's with guests in our 4 retail locations in Santa Cruz, our team members, or our wholesale partners across the country, we strive to leave everyone better than we found them. 

The Cat & Cloud Podcast is a space for us to share our experiences and adventures in coffee and business in hopes of inspiring more people to create culture and values-driven organizations. 

Hosted by Chris Baca and Jared Truby

Produced by Casey Ryan

April 2026