My name is James Bendel. I served in Crazy Horse Troop 1-14 Cavalry from 2001-2008, and during that time learned not to quit and keep up the fire. Influenced by senior leaders towards the middle of my service I began to attain a strong ability to lead which allowed me to be promoted to sergeant. Deploying overseas, meeting adversity and being awarded the purple heart for wounds received during an ambush and then turning around to re-enlist for a second deployment is where “never quit” was solidified for me. Even today that’s how I continue to approach life and it challenges.

Similarly, during my first introductions to working in the civilian world (as we called it) I was presented with similar challenges relative to business. Utilizing my military training in those moments set me apart from those I worked with. In some cases, I was able to be the leader I was trained to be. In other situations, I had to dig deep to find that grit to pull me through a tough time. In 2008 I worked for a marketing company. In 2010 I became a roustabout. Seven years later I became a CEO: In 2017 I decided I was also going to begin opening my very own start up. Veterans Day 2017 the idea of Crazy Horse Coffee was born. It is named after my Army unit and a way to tell my story. Entrepreneurship isn’t always that forgiving, and a positive mindset is necessary – the entire difference between success and failure. In 2020 I started a non-profit 501c3 called Help-Hard and ever since have been helping my community through the funds from donations and the coffee shop. Now in 2022 I started a consulting firm where I could consult sales and business development as a well-diversified entrepreneur.