In this episode of Second Cup Sessions, Calley and Kati dive into the ever-important question: who is your ideal customer? From the quirks of Pacific Northwest culture to the realities of who actually shows up in their shops, they unpack why knowing your audience matters more than ever—especially during challenging business seasons.

They share real-life stories about loyal customers, the joy of creating quality products that stand the test of time, and the lessons learned from resisting the urge to “do it all.” With plenty of laughs (yes, even about black toothbrushes being “for men” and East Coast subway stereotypes), this conversation blends honesty and humor while reminding small business owners to hone in on their “yes” people and build deeper connections.

If you’ve ever struggled with defining your target audience or wondered how to make your business resonate with the right people, this episode is packed with insights—and a good dose of Pacific Northwest love.