In this episode of Worthy for Thirty, I sat down with Frankie Scanlon, founder of Gustus Vitae, a small-batch, mission-driven gourmet seasoning brand that started at a local farmers market and has grown into a community-loved staple. Frankie’s story is a reminder that you don’t need a fancy launch, deep funding, or a flashy brand strategy to build something real. You need relentless curiosity, customer proximity, and a set of core values that guide your decisions.
Need gift ideas? I highly recommend buying Gustus Vitae seasonings for Christmas or Hanukkah. They have the perfect gift sets!
This conversation is filled with lessons for founders at every stage, especially those navigating the complex transition between the energy of a scrappy startup and sustainable growth.
💡 Big Lessons & Key Takeaways
1. Get Uncomfortably Close to Your Customers
When Frankie talked about how Gustus Vitae was created by being face-to-face with customers at farmers’ markets, it echoed a truth every founder learns. You can’t innovate from inside an office.
This isn’t new, but most founders still avoid the inconvenient truth. Look at:
Airbnb, whose breakthrough came from founders literally staying in hosts’ homes.
Figma, which built early versions by watching designers struggle in real time.
Practical takeaway:
Spend 30 minutes this week listening without defending. Ask your customers:
“If you could change one thing about our product or service, what would it be?”
And don’t correct them. Just record.
2. Innovation Happens When Teams Feel Ownership
Frankie empowers his team to experiment; new blends, new packaging ideas, new messaging. That “open kitchen” approach is why their products feel fresh and alive.
Compare this to:
Netflix, which famously encourages radical candor and decentralized decision-making.
Duolingo, where small autonomous squads launch experiments constantly.
When people feel trusted, they stop waiting for permission and start building. Hire for talent and get out of the way!
Practical takeaway:
Give one team member a “run with it” project this week—something small, but fully theirs.
3. Purpose Isn’t a Tagline. It’s an Operating System
Gustus Vitae is deeply connected to the community they serve in East LA: local creators, farmers’ markets, and food insecurity initiatives. Purpose isn’t a layer; it’s integral to the business model.
Think of:
Patagonia, where environmental activism drives product and policy.
Bomba’s One-for-One, which turned giving into a scalable business engine.
Customers can feel the difference between purposeful storytelling and actual purpose.
Practical takeaway:
Identify a cause that intersects naturally with your business and commit to one measurable action over the next 90 days.
4. Hire for Attitude and Aptitude, Not Résumés
Frankie said it plainly: You can train skill; you can’t teach hunger, curiosity, or heart.
Founders often default to formal credentials when what they really need is:
Someone who takes ownership like an owner.
Someone who asks “why” more than “what.”
Someone who wants to build, not just perform tasks.
Companies that embrace this—like Tesla, Stripe, and Notion—often outperform competitors overloaded with pedigree but lacking initiative.
Practical takeaway:
In your next interview, ask:
“Tell me about a time you taught yourself something difficult.”
Their answer will reveal everything.
5. Optimism Is a Business Strategy
Frankie calls it “irrational optimism.”
The ability to believe in your future despite the daily setbacks is what keeps momentum alive.
Founders who scaled big, whether it’s Ben Chestnut at Mailchimp, Tristan Walker, or Sara Blakely they talk about holding onto unreasonable faith long before outcomes were guaranteed.
Optimism doesn’t ignore reality; it propels you through it.
Practical takeaway:
Write down the biggest challenge you’re facing. Then list three possibilities, not solutions, just possibilities.
Reopening possibility is often the first step toward progress. As Luminary’s Founder, Cate Luzio famously poses, ‘What is the worst that can happen?’
🔥 Final Thought
Frankie’s journey is a reflection of most early-stage founders: start small, listen deeply, experiment often, empower your people, and stay grounded in your community.
You don’t need perfection.
You need humility, curiosity, and a willingness to keep walking.
If you’re building something mission-driven—or want to—this episode is your reminder that purpose and performance don’t compete. They compound together.
