That Will Never Work #41: Super Coffee: How to Scale Culture in a Family Business
Mar 15, 2022
Jordan DeCicco, Co-founder and COO of Super Coffee, started the brand in his dorm room at just 19. He shares fascinating insights about his journey of scaling the company to $125 million in revenue while overcoming the challenges of maintaining a strong company culture. Discover how he and his brothers tackle the complexities of international expansion, enhance communication within their growing team, and enforce cultural norms through strategic hiring and operations. Jordan's tips provide a practical approach to preserving the spirit of their brand.
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Dorm-Room Origin Story
- Jordan started Super Coffee in his dorm room at 19 by blending coffee with protein and coconut oil to avoid sugar.
- He launched full-time after dropping his scholarship because the product fit his athletic, on-the-go needs.
Three-Brother Leadership Team
- Jordan and his two older brothers co-founded Super Coffee; they hold CEO, CRO, and COO titles respectively.
- Jordan focuses on product and people while his brothers run revenue and overall leadership.
Culture Springs From Founders
- Culture originally sprang from the founders' behavior, upbringing, and early hiring choices.
- Jordan recognizes codifying values became necessary once the team grew beyond ~25 people.
