What happens when a small diner idea survives a plane crash, passes through three generations, and still sticks to the same principles it started with? You get Chick-fil-A, and a whole lot more than just chicken.
In this episode of Spectruss Speakeasy, I sat down with Seth Cathy, grandson of Chick-fil-A founder Truett Cathy. And no, this wasn’t your standard business interview. This was about purpose, grit, and what really matters when you’re building something that lasts.
From Soda Bottles to a National Brand
Truett Cathy didn’t grow up with much. He started out during the Great Depression selling glass Coca-Cola bottles at age 8 and, as Seth joked, “the only toy he had was his brother’s loose tooth.” That same scrappy energy is what turned a simple diner into a fast-food empire with more than 3,300 locations.
And it almost didn’t happen. A tragic plane crash nearly cut everything short, but Truett pulled through. What stuck with Seth was not just the resilience, but the reason his grandfather got up every day, to care for people and run a business with purpose.
More Than a Logo
Seth didn’t just inherit a last name, he inherited a mindset. And while his path didn’t lead him straight into the Chick-fil-A boardroom, the values stayed with him. He studied history, ran a pottery studio on Main Street in Chattanooga, and ended up building community through motorcycles.
You read that right. Vintage Hondas. 120 acres on Lookout Mountain. Off-road rides that turned into meetups with meaning. Seth has a thing for bringing people together, and it’s not just about the bikes.
What Small Businesses Can Learn
Here’s where this hits home for every small or mid-sized business: You don’t need a billion-dollar brand to build trust or make an impact. You just need to know why you started and stick to it.
Too many business owners jump straight into ads, websites, or social media without a clear message. That’s like riding without knowing where the trail goes.
You need structure. You need a brand that speaks clearly. That’s exactly what we do at Spectruss. We help you figure out your story, build tools that support it (like custom websites, branding, and automated systems), and then get that story in front of the right people.
Why This Episode Matters
This conversation with Seth wasn’t about being famous or successful. It was about keeping your feet on the ground, even when your business grows fast. It was about knowing that no matter how many people you serve, it still comes back to purpose, discipline, and relationships.
Your business has a story. Maybe you haven’t told it yet. Maybe it’s been buried under to-do lists and customer support calls. But it’s there, and it’s the one thing your competitors can’t copy.
We’re here to help you bring it forward.
FAQ: Questions Small Business Owners Ask
How do I figure out what my brand values actually are?
Start by thinking about why you opened your business. What do you want customers to remember about you? That’s where your values live.
Can I grow without losing what makes my business special?
Yes, if you stay consistent. Write down your story, your message, and what you won’t compromise on. Then build from there.
What slows down most small businesses when they try to grow?
Not being clear. If your message changes every month or your site doesn’t match your customer experience, it all feels confusing. People don’t buy when they’re unsure.
I’m not great at writing or storytelling. Does that matter?
Not at all. You don’t need to be a writer. You just need to be honest about what you do and why. We help shape that into branding and marketing that makes sense.
In that case, our team can help you develop your story. You got the experience an we got the rest. Contact us to discuss it further.
How can Spectruss help me?
We help businesses like yours build smart websites, create strong messaging, run ads that actually work, and set up systems that keep things running even when you’re busy.
If you are an small business owner and you are looking for a partner to achieve your marketing goals, check our service page here.
