In this episode of What It Takes: Business Owners Tell All, Jamie sits down with Claude Burns, Founder and CEO of Office Libations, to unpack his journey from serving in the U.S. Navy to building one of the fastest-growing companies in workplace hospitality. Claude shares how the lessons learned aboard the USS Abraham Lincoln and his experience with elite Navy teams shaped his leadership style and business values. From launching craft beer ventures to pivoting during the COVID-19 pandemic, Claude opens up about the ups, downs, and smart pivots that led Office Libations to the INC 5000 list three years in a row.
Listeners will gain insight into how workplace culture can be built bite by bite, why thoughtful service wins, and what it truly takes to build a business with heart, resilience, and strategy.
đź“ť Producer's Notes:
Themes:
- Military-to-entrepreneur transition
- Mission-driven leadership
- Workplace culture & employee experience
- Growth through customer-centric service
- Startup pivots during pandemic recovery
Key Milestones Covered:
- Service in the Navy and role at SEAL training center
- Founding of Noble Brewer and Ale Tales
- Launch and evolution of Office Libations
- COVID-era adaptations and remote work challenges
- National expansion to Austin and Denver
- Claude’s involvement with veteran entrepreneurs via Bunker Labs
Insights & Lessons:
- Leadership is about discipline, empathy, and clarity — learned first in the military
- Culture doesn’t just happen; it’s designed
- Growth requires relentless focus on both the people you serve and the people you work with
- Transitioning between sectors is tough but rewarding — especially with a service mindset
- Building a strong team culture internally reflects in customer experience externally
đź’¬ Memorable Quotes:
“I went from briefing admirals on military operations to figuring out how many LaCroix cases an office needed. Leadership doesn’t change — just the setting does.”
“Culture is in the small things — the coffee that’s waiting, the snack that feels personal. That’s what makes people feel cared for.”
“The military taught me that mission comes first — but taking care of your people makes the mission possible.”
“When COVID hit, it was like someone pulled the plug on our industry. But we didn’t fold — we adapted. That’s what entrepreneurship is.”
“You don’t grow just by selling more — you grow by serving better.”
“Being a business owner is like being on a ship in rough seas. You don’t control the storm, but you do control how your crew moves through it.”
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