Finding Passion & Following Intuition with James Langteaux, Trû North Café | Main Street America
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Three Main Street America Staff members standing in front of a mural in Marion, Iowa.

Marion, Iowa © Tasha Sams

About

We work in collaboration with thousands of local partners and grassroots leaders across the nation who share our commitment to advancing shared prosperity, creating resilient economies, and improving quality of life.

Overview Who We Are How We Work Partner Collaborations Our Supporters Our Team Job Opportunities 2024 Annual Report Contact Us
Two community members in Emporia Kansas pose with a sign saying "I'm a Main Streeter"

Emporia, Kansas © Emporia Main Street

Our Network

Made up of small towns, mid-sized communities, and urban commercial districts, the thousands of organizations, individuals, volunteers, and local leaders that make up Main Street America™ represent the broad diversity that makes this country so unique.

Overview Coordinating Programs Main Street Communities Collective Impact Awards & Recognition Community Evaluation Framework Join the Movement
Dionne Baux and MSA partner working in Bronzeville, Chicago.

Chicago, Illinois © Main Street America

Resources

Looking for strategies and tools to support you in your work? Delve into the Main Street Resource Center and explore a wide range of resources including our extensive Knowledge Hub, professional development opportunities, field service offerings, advocacy support, and more!

Overview Knowledge Hub Field Services Government Relations Main Street Now Conference Main Street America Institute Funding Opportunities Small Business Support Allied Member Services The Point Main Street Insurance Members Area
People riding e-scooters in Waterloo, Iowa

Waterloo, Iowa © Main Street Waterloo

The Latest

Your one-stop-shop for all the latest stories, news, events, and opportunities – including grants and funding programs – across Main Street.

Overview News & Stories Events & Opportunities Subscribe
Woman and girl at a festival booth in Kendall Whittier, Tulsa, Oklahoma.

Kendall Whittier — Tulsa, Oklahoma © Kendall Whittier Main Street

Get Involved

Join us in our work to advance shared prosperity, create strong economies, and improve quality of life in downtowns and neighborhood commercial districts.

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Livingston, Montana © James Langteaux

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 café, 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 café with no prior restaurant experience. He approached the business by carefully listening to local community needs and preferences, transforming an existing café 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 Trû North Café 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.

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Join us next week for more insights into the evolving landscape of Main Street business.