#23 Outsider Coffee - C.J McPhail

In this episode of On Brand, Slightly Off Topic, Jonathan Hill sits down with CJ McPhail, Co-Founder & CEO of Outsider Coffee in Pendleton, South Carolina. CJ and his wife, Lindsey, have built a coffee brand that pairs great caffeine with a clear mission—championing kindness, authenticity, and real human connection. Drawing on his background as an ordained pastor, speaker, and autism advocate, CJ shares the personal experiences that shaped Outsider’s “people first” ethos and the practical ways it shows up in hiring, customer experience, and community partnerships.The conversation explores servant leadership, empathy in action, and how small gestures can catalyze big transformation. CJ’s story is a field guide for building a company that is profitable and purposeful, creating spaces where everyone feels seen, valued, and included. A must-listen for founders, operators, and leaders building values-driven brands. KeywordsCJ McPhail, Lindsey McPhail, Outsider Coffee, Jonathan Hill, On Brand Slightly Off Topic, Pendleton South Carolina, coffee business, mission-driven business, community building, autism advocacy, small business, local business, brand storytelling, culture building, conscious capitalism, retail coffee, third place culture, entrepreneurship, business growth