“Black don’t crack” is a maxim often repeated in Black communities, that celebrates a youthful vitality and fortitude attributed to the most melanin endowed. It is also an appropriate phrase to characterized how Keba Konte, founder and owner of Red Bay Coffee in Oakland,California, has managed to grow his company in the midst of the COVID-19 pandemic. Despite having to close a number of cafe’s and reduce his staff of 70 employees to 20, Konte figured out how to survive and grow. His quick response business savvy provides valuable lessons for staying afloat during turbulent times. Click here to become acquainted with one entrepreneurial demonstration of the phrase “Black don’t crack.”