In this episode, we sit down with Shawn Black, founder of Sheepdog Brew Co, to explore the journey of building a brand rooted in community, service, and purpose. From humble beginnings selling coffee to friends and family, Shawn shares how Sheepdog grew from a small side project into a full-scale brewing company dedicated to creating quality cold brew and meaningful connections.

We start by diving into how Sheepdog is changing coffee culture and building community, followed by a behind-the-scenes look at the science and manufacturing of custom cold brew. Shawn opens up about starting Sheepdog from the ground up, the passion and sacrifices that came with entrepreneurship, and the defining moment when he decided to leave policing to pursue business full-time.

The conversation unfolds into themes of balancing hustle and rest, finding personal flow, and how service remains at the heart of everything Sheepdog does. Shawn reflects on lessons from his policing career, the importance of inner drive and purpose, and the realities of failure, hiring, and building a trustworthy team.

We also touch on the business side — breaking into retail, brand positioning, and how to stand out in the crowded CPG market. Shawn shares his thoughts on people, money, and respect in business, and how community, referrals, and loyalty have fueled Sheepdog’s growth.

The episode closes with advice for aspiring entrepreneurs, reflections on giving back, and a powerful reminder that success is built through service, integrity, and staying true to what matters most.

00:00 Changing Coffee & Building Community

06:46 Custom Cold Brew: Science & Manufacturing

13:12 Starting Sheep Dog—Grassroots Beginnings

17:46 Passion, Sacrifice & Entrepreneurship

23:11 Making the Leap: From Cop to Coffee

32:00 Balancing Hustle and Rest—Finding Flow

39:36 Service, Meaning & Community Impact

43:54 Lessons from Policing & Staying Grounded

50:00 Inner Drive, Validation & Purpose

57:28 Failures, Hiring & Building a Team

01:02:00 Breaking Into Retail & Brand Positioning

01:15:00 People, Money & Respect in Business

01:25:00 CPG Market: Standing Out on Shelves

01:35:40 Community, Referrals & Brand Loyalty

01:45:00 Advice for Entrepreneurs & Looking Forward

01:53:00 Final Reflections & Giving Back

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