Join host Matt Wagner for his conversation with James Langteaux , owner of Trû North Café in Livingston, Montana. In this episode, Matt and James explore the unique journey of starting a business during the pandemic, the challenges of running a small-town cafe, and the importance of community connection.  In this episode, we dive deep into:  - Journey to Ownership: James unexpectedly moved to Livingston, Montana during the pandemic after a spiritual moment in Hollywood, taking over a small cafe with no prior restaurant experience. He approached the business by carefully listening to local community needs and preferences, transforming an existing cafe into a thriving local destination.  - Community-Focused Business Strategy: James actively promotes other local businesses, even competitors, and creates unique experiences through creative storytelling and playful customer interactions. He focuses on building genuine connections with customers and locals, making Tru North Cafe more than just a restaurant, but a community gathering space.  - Business Challenges: James struggles with housing shortages that significantly impact workforce recruitment, navigates the complex dynamics of seasonal tourism, and deals with the challenges of online reviews and evolving customer expectations. These obstacles require constant innovation and adaptation.  - Entrepreneurial Insights: James emphasizes the critical importance of passion in business, believing that when entrepreneurs find their true purpose, they can create something truly special. He advocates for trying new approaches, even if they might not succeed, and remains committed to serving the local community through both prosperous and challenging times.  Connect:  Check out Tru North’s website  Follow Tru North on Facebook  Follow Tru North on Instagram  Episode Links:  - Watch video interview  - Listen on Apple Podcasts  - Listen on Spotify  - Subscribe for updates  Join us next week for more insights into the evolving landscape of Main Street business.