Building a Team That Feels Like Family: Lessons From The Generalist

Open The Generalist’s doors and you’ll be greeted by the soft ring of a comforting bell and the warm, familiar words, “Hi, welcome in!” We know this all too well, because here at FoundersForge, we can’t seem to go a week without picking up a drink, a sweet treat, or a quick lunch from this beloved downtown shop.

But behind the cozy charm and memorable service is a thoughtful approach to team-building that every entrepreneur can learn from. We sat down with Lora, co-founder of The Generalist, to discover her secret to building a team that feels like family, keeps customers coming back, and helps a small business thrive.

Lora’s approach to hiring starts with a simple idea: hire slow, and hire thoughtfully. Job openings at The Generalist are announced through social media, and interested applicants go through a multi-step process—including in-person interviews and even a working interview on the shop floor.

This method ensures that every team member, AKA every “Genny,” is someone who brings heart to the job.

“We’ve learned that rushing to hire in a pinch doesn’t always lead to the best long-term fit,” Lora says.

They look for people who love connecting with others, value teamwork, communicate clearly, and care about Johnson City and the Appalachian community. Retail experience? Not required. A willingness to learn and love for people? Essential.

Hiring the right people is just the beginning. Lora and her co-founder Bradley modeled the culture themselves, especially in the early days, by working side-by-side with their team. They showed, what great customer service looks like.

“Our team heard our responses, watched us go above and beyond, and saw firsthand how we talked about our products. That stuck.”

Today, that same level of care is carried forward by four of The Generalist’s original five employees, with two having grown into store manager roles. Their long-term commitment is a testament to the supportive, people-first environment Lora and Bradley have cultivated.

At its core, The Generalist’s team culture thrives on kindness, curiosity, and a will to go above and beyond for customers and coworkers alike. It’s a place where hard work is balanced by genuine joy, and where every team member feels empowered to contribute.

Lora summed it up perfectly: “Everyone here works to make each other’s job easier.” That spirit of collaboration and care defines daily life at The Generalist, and it’s a big part of what makes the experience so special for both staff and customers alike.

Lora’s biggest advice for fellow business owners is to Lead by example.

Be hands-on, especially early in your journey. Show your team what “great” looks like and don’t be afraid to get your hands dirty.

And when things aren’t working, address it quickly.

“Keeping someone on the team who doesn’t want to be there or who isn’t meeting expectations can do more damage than the discomfort of letting them go.”

For those wanting to build a truly service-first team, Lora recommends Unreasonable Hospitality by Will Guidara, a book that transformed her approach to hospitality and leadership.

Lora emphasizes transparency and boundaries as the backbone of The Generalist’s strong team dynamic.

By being open about the business (without burdening staff), she earns her team’s buy-in. They understand why decisions are made and feel comfortable contributing ideas or giving feedback.

Boundaries matter, too, Lora avoids texting her team about work outside of business hours, instead using their scheduling platform for shift details. That keeps their group chat fun and work-free, creating a balance between professionalism and camaraderie.

“Boundaries create safety. People need to know the rules of a space so they can show up fully as themselves.”

Lora shares a few practical takeaways for entrepreneurs opening a physical storefront:

• Listen to your customers and stock inventory that moves. Be conservative with buying, cash flow is key.
• Know what sets you apart from other businesses and lean into that. Differentiate instead of competing head-to-head.
• Diversify revenue streams, The Generalist has multiple income sources including e-commerce, event rentals, and a membership club.
• Lastly, Invest in people. A strong team is your most valuable asset, take the time to find the right people and nurture them.

Beyond building an amazing team, The Generalist also knows how to build community. They recently launched their Keyholder Club, a monthly membership designed to reward loyal customers. Members enjoy exclusive perks like a free featured drink each month, ongoing BOGO ½ off drink discounts, quarterly merch drops, giveaways, and access to special events like Inside the Pantry, a behind-the-scenes tasting experience for new food and beverage products. 

Members even get a custom keychain and access to a private Instagram community.

The idea is to give regulars a “key” to the shop, much like trusted team members, and make them a part of what happens at the generalist.

Interested in becoming a Keyholder? You can sign up in-store or through The Generalist’s website.

Whether it’s your first time visiting The Generalist or your fourth time this week, it’s easy to feel the care and intention behind every part of the experience. From the friendly “Hi, welcome in” to the thoughtful leadership behind the scenes, Lora and her team show that when small businesses prioritize people and community, they can build a culture that feels more personal, meaningful, and memorable than anything you’ll find at a big-box store.

So, stop by The Generalist, and while you’re there, take notes, you might just find your next business breakthrough while snacking on their cookie of the week.