Why Being “Ready” Is a Myth in Entrepreneurship

In Episode 96, filmed in Monterrey, Mexico, we sit down with Ricardo — architect turned founder of Monte Coyote, one of the city’s leading specialty coffee brands. He shares how his background in architecture and hospitality design prepared him to build a café rooted in flow, storytelling, and customer experience.We talk about scaling from an expected 30–40 cups a day to 500–700, why “opening day is when the fantasy ends,” and how he navigated Monterrey’s 2022 water crisis as a founder. Ricardo also breaks down the importance of loyalty over hype, training baristas to guide customers into specialty coffee, and why Monte Coyote sources exclusively Mexican beans.If you’re building in hospitality or any experience-driven business, Episode 96 is a masterclass in adaptability, brand consistency, and founder resilience.LEARN MORE about Ricardo LunaInstagram -https://www.instagram.com/montecoyote/LinkedIn - https://www.linkedin.com/in/ricardourbinaluna/- https://www.linkedin.com/company/montecoyote/Website - https://montecoyote.comFOLLOW US on social mediaInstagram - https://instagram.com/2cmadeit/Facebook - https://facebook.com/2CMadeItLinkedIn - https://www.linkedin.com/company/2cmadeit/Vimeo - https://vimeo.com/2cmediaincWebsite - https://2cmedia.caWant to raise a ruckus? Send us a message at https://www.2cmedia.ca/contact