Kreatures Of Habit Podcast: Earn It Every Day with Mesh Gelman
Hosted by Michael Chernow
Release Date: July 9, 2025

Introduction

In the episode titled "Earn It Every Day with Mesh Gelman," Michael Chernow delves deep into the entrepreneurial journey of Mesh Shapiro, the founder of Cumulus Coffee. The conversation weaves through Mesh's personal relationship with coffee, his tenure at Starbucks, the inception of Cumulus, overcoming failures, and maintaining disciplined routines amidst the chaos of building a startup.

Journey with Coffee and Starbucks

Mesh Shapiro shares a poignant memory that underscores the ethos behind his work ethic:

"[00:00] Mesh Shapiro: ... Howard says, 'You know, the world would be okay tomorrow without Starbucks. We have to go there every single minute and earn our business. And we've worked so hard for this, and we got it. Tomorrow, go out and start again and earn it again.'"

This reflective moment with Howard Schultz highlights a relentless commitment to excellence—a principle that Mesh carries forward in his own ventures.

Transition to Personal Coffee Passion:

Mesh recounts his transformation from merely enjoying coffee to becoming a connoisseur, inspired by a dedicated barista named Jamie at a small Starbucks location in New York:

"[04:00] Mesh Shapiro: ... that guy single-handedly made me a coffee connoisseur."

Mesh's appreciation for quality coffee led him to recognize the limitations of large-scale operations like Starbucks, particularly in delivering high-quality cold brews consistently.

Founding Cumulus Coffee

Inspiration Behind Cumulus:

Mesh articulates the gap he perceived in the cold brew market, emphasizing the need for a better, more reliable way to enjoy high-quality cold coffee at home:

"[13:08] Mesh Shapiro: ... there's got to be a better way."

Distinguishing Cold Brew and Nitro Cold Brew:

Mesh provides an insightful differentiation between regular cold brew and nitro cold brew:

"[13:21] Mesh Shapiro: ... when you infuse nitrogen into coffee, it makes the beverage sweet and creamy. It's silky, like a decadent dessert."

Cumulus Coffee aims to replicate the coffee shop experience at home, ensuring consistency and quality that rivals what one might get at Starbucks.

Product Development:

Mesh discusses the meticulous process behind perfecting their product:

"[14:12] Mesh Shapiro: ... we've worked so long on that head... two and a half years to get that perfect cream."

This dedication underscores Cumulus's commitment to delivering a superior coffee experience.

Entrepreneurial Challenges and Resilience

Launching the Business:

Mesh outlines the timeline and challenges faced during the inception of Cumulus:

"[16:56] Mesh Shapiro: ... officially launched just last holiday in 2024, but the idea started late 2018."

Facing Overwhelm:

As the business scales, Mesh admits to feeling like he's "drinking from a fire hose," balancing immense responsibilities with limited resources.

"[17:36] Mesh Shapiro: ... it's like building an airplane as you fly."

Balancing Work and Personal Life:

Despite the intense demands of entrepreneurship, Mesh maintains boundaries, especially through cultural practices:

"[20:04] Mesh Shapiro: ... weekends are especially sacred, with phones off and computers down for family time."

This balance is crucial for sustaining long-term productivity and personal well-being.

Overcoming Failures and Learning from Setbacks

Notable Failure in the Linen Business:

Mesh opens up about a significant setback during his time in the linen industry:

"[26:46] Mesh Shapiro: ... stepping into something without understanding what it would take... it wasn't tracking."

This experience was humbling, teaching him invaluable lessons about perseverance and the importance of adaptability.

Embracing the Truth in Business Decisions:

Michael and Mesh discuss the importance of confronting truths in business:

"[30:07] Michael Chernow: ... are you procrastinating the truth right now? Let's really look at that."

Mesh echoes this sentiment, emphasizing honesty and reflection as pillars of sustainable success.

Routines and Habits

Morning Rituals:

Mesh outlines his disciplined morning routine, which sets a productive tone for the day:

"[44:44] Mesh Shapiro: ... grab my first cumulus and I run out. I go early to prayers at 6 am... listen to and study the Talmud during my drive."

This structured start combines personal spirituality with mental stimulation, fostering both inner peace and cognitive readiness.

Integration of Cumulus into Daily Life:

Mesh's routine seamlessly incorporates his product, underscoring its role in his daily habits:

"[44:41] Mesh Shapiro: ... my routine now involves cumulus."

This integration not only signifies personal endorsement but also highlights the product's effectiveness in enhancing daily experiences.

Celebrating Wins and Sustaining Motivation

The Essence of Earning Success Daily:

Reflecting on Howard Schultz's message, Mesh emphasizes the importance of continually earning and reaffirming one's success:

"[32:00] Mesh Shapiro: ... the satisfaction I get is the reaffirmation of the insight or the thought that I had early on and was able to get it there."

Impact Over Numbers:

For Mesh, success is measured not just by metrics but by meaningful impact:

"[35:47] Mesh Shapiro: ... unlocking and realizing that what I dreamed of is manifesting itself one person at a time."

This perspective fosters a deeper connection with the product and its users, driving long-term motivation.

Personal Reflections and Emotional Growth

Breath Work and Emotional Unveiling:

Michael shares a deeply personal experience with breath work, revealing buried emotions and memories related to his Jewish identity:

"[46:41] Michael Chernow: ... breath work... it's the most impactful, powerful, therapeutic experience I've ever had."

This introspective journey underscores the importance of self-awareness and emotional healing in personal growth.

Shared Vulnerability:

The candid exchange between Michael and Mesh highlights the therapeutic potential of openness and shared experiences:

"[51:50] Michael Chernow: ... it scared me so much to be Jewish that now my father's... I used to hide behind the fact that my father was Italian."

This vulnerability fosters a deeper connection between the hosts and the audience, emphasizing the human aspect of entrepreneurship.

Engaging with the Audience and Future Endeavors

Connecting Through Multiple Channels:

Mesh encourages listeners to engage with Cumulus through various platforms:

"[52:47] Mesh Shapiro: ... visit our website at cumuluscoffee.com and listen to your podcast."

Expanding Cumulus Beyond Homes:

Plans for integrating Cumulus into broader environments are discussed, signaling future growth and accessibility:

"[53:17] Mesh Shapiro: ... getting Cumulus into different environments outside of the home... more ways to experience and participate in Cumulus as time goes on."

Conclusion

The episode "Earn It Every Day with Mesh Gelman" offers a comprehensive look into Mesh Shapiro's journey as an entrepreneur passionate about elevating the coffee experience. Through candid conversations about successes, failures, personal routines, and emotional growth, listeners gain valuable insights into the dedication and resilience required to build a meaningful business. Mesh's story serves as an inspiring testament to the power of habits, continuous learning, and staying true to one's vision.

Notable Quotes:

• Mesh Shapiro [00:00]: "Howard says, 'You know, the world would be okay tomorrow without Starbucks. We have to go there every single minute and earn our business.'"

• Mesh Shapiro [13:35]: "When you infuse nitrogen into coffee, it makes the beverage sweet and creamy. It's silky, like a decadent dessert."

• Michael Chernow [30:07]: "Are you procrastinating the truth right now? Let's really look at that."

• Mesh Shapiro [44:44]: "My morning routine... grab my first cumulus and I run out."

• Mesh Shapiro [35:47]: "Unlocking and realizing that what I dreamed of is manifesting itself one person at a time."

This summary captures the essence of the conversation between Michael Chernow and Mesh Shapiro, highlighting key discussions, personal insights, and the entrepreneurial spirit that drives Cumulus Coffee.