When you sit down with Josh Crane, the founder of Coffee Ride, the phrase “do good” keeps resurfacing—not as a slogan, but as a lived philosophy. It’s both his compass and his contradiction.
Raised in Wisconsin, Josh absorbed “do good” the way others absorb gravity—it’s just how things work. But when he brought that principle to business, he discovered its edges. What does “doing good” really mean when every decision—supplier, delivery route, staffing choice—has a ripple effect? For Josh, the answer isn’t static. It’s an ongoing act of discernment.
He’s analytical by nature, always comparing opposites—idealism and realism, self and community, profit and purpose. That tension shows up in how he leads: he doesn’t enter hot; he listens. He treats leadership not as position but response. “If someone doesn’t step up, I will,” he says. “Until they do.” He’s the quiet organizer who becomes the glue when things start to fray.
A Culture Built on Responsibility…