Welcome back to A Good Pour! I’m Kathryn Good, and today I’m excited to bring you a conversation with Jason Elkins, founder of 100 Cups Consulting. If you haven’t heard his name whispered around town yet, you’re in for a treat. Jason’s approach to building relationships, growing businesses, and doing good work is something we all can learn from.
The Beginning: A Cup of Coffee and a New Direction
Jason’s story begins with a turning point many entrepreneurs can relate to—being let go from a corporate job. Walking into work one day, Jason found himself on the receiving end of the dreaded “today’s your last day” conversation. Faced with the sudden shift, he decided to take a unique approach to finding his next opportunity. Instead of jumping into another job hunt, Jason had a simple but powerful idea: have 100 cups of coffee with 100 business owners in 100 days.
“I figured, if I spent the next quarter meeting with business owners, I’d have enough insight—and maybe even a few clients—to know if I could make it on my own,” Jason recalls.
It wasn’t long before something incredible happened. After just 15 or 20 cups of coffee, Jason’s idea started to catch on. A local newspaper featured him as the “Entrepreneur of the Week,” despite the fact that, as he jokingly admits, he didn’t even have clients at the time. But the conversations he was having were rich with potential, and soon enough, his network grew, his reputation spread, and his business began to take shape.
From Coffee to Clients: The Birth of 100 Cups Consulting
Jason’s approach wasn’t just about meeting people—it was about offering something meaningful. As he met with business owners, he realized that the marketing knowledge he had gathered over the years could genuinely help them. What began as a “done-for-you” marketing service quickly evolved into something more impactful: teaching business owners how to build their own relationships and use social media in ways that were personal, effective, and real.
He started by sharing his clients’ stories on Facebook, and soon his feed became a source of positivity and connection. “I’d post about the people I was meeting, promoting what they were doing, and it caught on. People like to be told they’re doing good work—especially as adults, we don’t hear that enough,” Jason explains.
Turning an Idea Into a Movement
It wasn’t long before Jason’s coffee-fueled networking evolved into something bigger. Realizing the power of teaching others, he launched workshops and masterminds to help business owners replicate the 100 Cups model. And as the pandemic hit, the demand for building connections in new ways only grew. In partnership with the Tennessee Small Business Development Center, Jason developed a virtual program, which brought his 100 Cups concept to an even wider audience.
The Power of Listening and Connection
One of the most valuable lessons Jason teaches through 100 Cups Consulting is the importance of listening. “In sales, we’re often taught to present, to talk, to sell. But the real magic happens when you listen,” Jason says. He emphasizes a 70/30 rule in meetings: listen 70% of the time and talk 30%. By focusing on truly understanding the person across from you, you’re not just building a potential business relationship—you’re creating a genuine connection.
He also reminds his clients to approach every meeting with the mindset of making others feel important. “Everyone you meet should leave feeling better than they did when they arrived,” he says. Whether through a follow-up text, a handwritten note, or simply acknowledging someone’s good work, these small acts can leave a lasting impact.
A Personal Connection: My Own 100 Cups Journey
Jason’s work didn’t just inspire others—it had a direct impact on me, too. In early 2021, after my own corporate job ended, I found myself at a crossroads. Ray Carmen, a mutual friend, told me, “You need to do 100 Cups.” I remember thinking, “I don’t have time for 100 cups of coffee!” But Ray encouraged me to start with 10, and that’s exactly what I did.
Those coffee meetings gave me the opportunity to reconnect with the community, build relationships, and share stories. And while none of those first connections turned into clients, they reminded me of the joy I find in relationships and community. They were the seeds that eventually led to this podcast, A Good Pour, and the work I do today.
What’s Next for Jason and 100 Cups Consulting?
Jason’s journey continues to evolve, with new workshops, a potential podcast of his own, and more opportunities to teach others the power of building genuine connections. He’s expanding 100 Cups Academy, a four-week series designed to help business owners strengthen their relationships and grow their networks.
As we wrapped up our conversation, Jason shared a valuable piece of advice for anyone building a business: “Good work is about working with the right people. It’s okay to say no to clients that aren’t a fit. The best work happens when your values align.”
Jason, thank you for all the encouragement, wisdom, and good work you bring to the community. You’ve inspired so many of us, and I’m grateful for the ways you’ve influenced my own journey.
To anyone reading this, if you’re looking to deepen your connections and grow your business through relationships, I can’t recommend Jason’s 100 Cups Consulting enough. You’ll learn more than just marketing strategies—you’ll learn how to create lasting, meaningful connections.
Until next time, keep pouring out the good work!