business philosophy -

It’s not just about the cookies

I’ve been fascinated with marketing since my experience learning about business as a member of Junior Achievement in high school. I’ve read books on marketing, followed marketing experts like Jeff Slater at TheMarkeingSage.com and focused some of my studies at Duke’s Fuqua School of Business in marketing, including a class from then professor and now Dean, Bill Boulding. Great marketers see the world through a different lens. One of my favorite marketing teachers is Seth Godin.

Seth is a technology entrepreneur, a world-renowned blogger and a prolific author. Seth uses simple, eloquent language, combined with his unique ability to look beyond the obvious, to inspire ‘ah hah’ moments. I recently subscribed to his new podcast called Akimbo and the first episode I listened to was titled ‘It’s not about the chocolate’.

As a baker of chocolate chip cookies, it immediately caught my attention. Listening to Seth tell the story of how criminal defense attorney Shawn Askinosie founded Askinosie Chocolate struck a few chords with some of my experiences at Anna’s Gourmet Goodies.

Shawn was making lots of money as a lawyer. And yet, he realized two important things: he had no life outside of work; the stress of his job would, sooner rather than later, kill him. He took his skills of the legal trade and applied them to learning all he could about chocolate. Not only how it is grown, but how each step in the process turns a raw material into the finished product that we Americans consume about 9.5 lbs. of each year.

As Shawn built the company, he designed it so that Askinosie Chocolate has a purpose that goes beyond chasing sales dollars. They were one of the first ‘bean to bar’ chocolate companies, working directly with cocoa farmers to convert their labor of love into a superior product. Askinosie Chocolate does not focus on getting into big box stores or every specialty retail outlet that would have their product. Instead, Shawn focuses on using the company and the profits to solve other problems. Like providing 1 million school lunches to students in Tanzania and the Philippines where much of his raw material is sourced. Like building a school for at-risk kids in Missouri. It wasn’t just about the chocolate, but rather about doing something that makes an impact on people’s lives.

“Everything you do, from the way you answer the phone to the design of your packaging, from your location to the downstream effects of your work, from the hold music to the behavior of your executives, and even the kind of packing peanuts you use – all of it is a form of marketing your brand”
-Seth Godin, This is Marketing

In his latest book, “This is Marketing”, Seth explains that marketing really comes down to all the things a company does and why they do it. Marketing is not just ink on paper or a catchy slogan, it’s how a business operates in the world and how each part of that business interacts with customers, suppliers and employees. The greatest marketers in the world understand their role is not to seek out anyone who can fog a mirror and call them a customer, but rather to attract those people who value the things that are most important to a business.

This past holiday season during one of our frantic days packing and shipping our gourmet cookie gifts, I was having a conversation with my friend, colleague and mentor, Jack Spain, who was there helping us get products out the door. I shared a phone call from someone who received a gift box from us and called to share some feedback. “Of course, everyone loved the cookies, but what made me do a happy dance was the fact that you used biodegradable peanuts for packing”. It caught me a little off guard, but we are always happy to get feedback of any kind.

As Jack was putting together another package and inserting the little business card that encourages feedback, he reminded me, “Don’t you see Chris, this is all part of your brand, your marketing”.

It gave me pause to stop and thing about all the things we do at Anna’s Gourmet Goodies not only to make great products, but to take care of our suppliers and our customers in a way that makes them feel good about doing business with us. How we answer the phone. Spell check customer’s message on the gift card. Double check shipping addresses. Cut the end of our ribbons in a ‘V’ shape. Include instructions on warming cookies. And of course, using biodegradable peanuts.

The label for our chocolate chip cookies has a total of (10) ingredients. However, the ingredients that go into building our brand and marketing our business are infinitely more complex. Seth and Jack reminded me of that. We want people to love our cookies and brownies, but if that was all there was to our business, it would be easy for customers to find another product they liked.

Askinosie Chocolate has done a remarkable job of scaling their business in a scant 12 years. And while Anna’s Gourmet Goodies has yet to reach some of their milestones, I’d like to think we have a few things in common. You’ll probably not find either of us in a warehouse club, a discount store, or food mart any time soon. Anna’s won’t be opening a café where we’d end up selling sandwiches, coffee and other such things to keep the doors open. We’ll continue to look for ways to impact our community beyond what happens in the bakery. And we certainly won’t be saving a few pennies by cutting back on the quality of our ingredients.

We make, bake and ship cookie and brownie gifts for customers who understand that sending someone a gift is an act of kindness that can have profound benefits for many years to come. And we do all those other little things that when added together, make up the recipe for our brand. Because you see, it’s not just about the cookies. But it doesn’t hurt that they are really, really good.

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Being helpful got us started and keeps us going

When I have the opportunity to speak about starting a company, I take time to look back at where I’ve been, think about what I’ve learned along the way and try to pass on some of my best pearls of wisdom. I spoke during Career Day at Anna’s school recently on what it’s like to start a business and while I’m not clear on whether I inspired any of the students to become entrepreneurs, I did accomplish one of my goals of not embarrassing Anna and permanently injuring her social status with any of my stories.

When I look back at our journey starting Anna’s Gourmet Goodies, I am struck by the number of people that have stopped to help me along the way. One of my managers early in my sales career, Don Brown, used to say that the nine most powerful words in the English language are, “I have a problem, and I need your help”. It might seem like an overstatement, but the number of people that have said ‘Yes, I can help’, far out number those who’ve turned away.

A few months ago, the Kroger store in Wakefield Commons shopping center closed their doors. Some employees transferred to other company stores, while others found work at new businesses. Faye, one of the ladies in the bakery, went to work for a dry cleaner. She was one of the first people I remember helping me when we started Anna’s Gourmet Goodies nearly ten years ago.

I wondered into the bakery one day and had some questions about packaging and where they purchased various items. Faye always had time to help and even sold us some supplies to get us started. I visited the store many times over the years and she always had a smile and a word of encouragement.

We started our business using flour from Lindley Mills. We found it in Whole Foods market where Mike Davis worked in the bulk food section. I knew a little about flour, but Mike was always very helpful whenever I had a question about anything in his area. We started buying in small quantities, but as our business grew, he helped us increase our capacity and reduce cost by ordering in bulk when we were too small to buy direct, but needed more than just a few pounds.

Our company grew by having people and business partners that were willing to help us with their time and expertise. I’ve always been grateful for that help and have incorporated that into our business model at Anna’s Gourmet Goodies. Here are some areas where we actively practice being helpful for our customers:

Website.

Orders.

History.

At Anna’s Gourmet Goodies, we’ve adjusted our business with new products and ideas over the years, but a core principle of our company has not changed – we genuinely try to help people, whether or not they are a customer. We seek out and nurture those suppliers, business partners, and people that offer up their help and advice. By doing so, our goal is to build a community of loyal customers and suppliers who value what we do and share that experience with others who have similar beliefs.

We absolutely make outstanding gourmet cookies, but our passion for service and being helpful by offering our knowledge and expertise are key ingredients in all of our recipes.

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My Memories of 9/11

I will remember, always

I stepped out of my office and looked down the hallway as Rob walked by very quickly and said, “They’ve just bombed the Pentagon”. He kept walking. That is my first memory of the September 11, 2001 attacks.

A few minutes later, most of the employees at SciQuest were huddled around a television in the break room, watching intently as the story unfolded. I remember seeing the live footage of the plane hitting the second tower. I know it was live, but I just kept thinking, ‘this can’t be real’.

The room was filled with a combination of news commentary and an eerie quiet. There were occasional gasps of disbelief, some comments and questions, but for the most part, I think we were all stunned. Tears appeared for some. I remember walking slowly back to my desk. I sat and tried to think about work, but it was no use. I called my wife, she was okay.

A little later that afternoon, Ann from HR walked around to everyone’s office. In a calm, somber tone she explained that it would be okay if we wanted to go home and be with our family. I left work, feeling numb and unsure what would happen next. Was our nation about to come under a full scale attack? My daughter Anna was three years old.

On the drive home, I kept hearing Don Henley’s, The End of the Innocence playing in my head. Thousands of innocent lives lost. Unbelievable acts of courage. Thousands of more lives changed forever.

In 2003, I had the opportunity to travel to New York for business. I made it a point to extend my stay just a bit longer. I wanted to visit the site of this horrific event and see first hand the remnants of what I watched on TV.

I had also reached out to Brother Rick Curry, founder of the National Theater Workshop for the Handicapped and author of the book, The Secrets of Jesuit Breadmaking. His office was in Soho, not far from ground zero. Brother Curry ran the workshop and partially funded the operation with a bakery up in Maine. After seeing an article on Brother Curry and his bakery in Oprah magazine, I called his office and offered to take him to lunch.

Meeting Brother Curry was a true inspiration in my early journey with Anna’s Gourmet Goodies. We spent the afternoon talking about baking, business, his work there and enjoyed lunch at a local Soho favorite. I explained my passion to start our bakery and how ‘our most important ingredient, is love’. “Don’t ever lose that”, said Brother Curry. I like to think that we have not.

We also talked about September 11 and he shared some of his experiences. He spoke about his friend Father Mychal Judge, the first certified fatality in the attack. In a soft voice with damp eyes, he recalled the image of a woman, leaping from the tower, holding her dress down as she fell to her death. “Dignity, even at the moment of certain death”, said Curry. It is an image that I did not see in person, yet it is burned into my memory.

My time with Brother Curry that day was magical and one I’ll always remember. He gave me a signed copy of his book, offered up his blessing, gave me a hug and sent me on my way. I walked from his office to ground zero.

I don’t recall specific expectations regarding what I might see. I felt the same numbness of that day as I walked closer and closer. I knew the cleanup effort would be going on. It was a damp, cloudy day, which in an odd way, seemed appropriate. As I approached the site, I saw adjacent buildings draped in long black fabric. Designed to control falling debris, they looked like mourning cloths. A quiet show of respect paying tribute to those lives lost on this ground.

The hole where the buildings once stood was large. Far deeper than I had imagined, the large dump trucks hauling away debris on the bottom looked like tiny ants crawling along in a slow, intentional pace.

A man who looked as if he lived life on the street, walked down the sidewalk yelling to himself. While I did not make out his words, it seemed okay in a place where the entire range of human emotions has played out over and over again.

I walked around for a few minutes, trying to take everything in and understand how this could be real, just as I did that day in the office at SciQuest. At some point, it was overwhelming. I caught a cab, and returned home safely to my family, grateful for everything around me.

I can’t say that the events of 911 were the single factor that propelled me in my journey with Anna’s Gourmet Goodies. I do believe that I, along with countless other Americans, were changed in a profound way during that time. I did not lose family or close friends, but I was jolted into thinking more deeply about what is important to me.

I’ve since become friends with James Johnson, a New York City police officer who was a first responder on that day. Meeting James and hearing his story has helped me connect with the events of 911 in a more personal way. I can now see some small measure of good, meeting someone who was there, serving others and risking his life in the midst of chaos never before seen in the United States.

And, at least a few times a year, I pull out Brother Curry’s book and bake one of his recipes. This Sunday, I’ll be making a couple of loaves of Brother Bandera’s Italian Bread. I’ll remember our conversation, stories about Father Judge and visiting ground zero.

I don’t know if the families of the men, women and children who lost their lives that day can yet look back and see the good in anything related to the events of that fateful day. I do pray that day will come. But until then, the best I can do is to offer up my promise that I will remember, always.

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Give without expectation and it comes back

Civitan Volunteers for NC Special Olympics

Bill and Darlene came by and picked up 600 oatmeal raisin
cookies bound for the NC Special Olympics

As a gourmet cookie company, we certainly get our share of requests for donations. We try our best to balance the needs of the business while giving back to the community. One of our favorite groups to support is the NC Special Olympics. We’ve been providing cookies to fuel these athletes for the past several years. Bill and Darlene McKenney are friends and members of the Wake Forest Civitan Club. Members of the club volunteer and serve lunch to the athletes.

This year, we added labels to the cookie packages with a few words of encouragement to support their quest to give their best effort. In addition to a great cookie, we wanted to add a little extra to help put a smile on 600 or so faces when they are giving it their all.

I received another request today from an organization, and while it might be a worthwhile event, I decided to pass. They asked for free cookies as gifts and prizes for a member reception. In exchange for the gift, I was to get my name in front of 100 or so ‘potential customers’.

I’m certain that I’ve lost out on plenty of promotional opportunities in the past, but that’s not the primary reason we donate. Supporting a group just to (hopefully) make a profit some time in the future is simply not my style. I like to think we put our support to work where it can really make a difference.

That’s not to say I don’t get repaid many times over when we give. It just seems to come back to me when I least expect it. A surprise. A small measure of gratitude. A sign post that lets me know I’m on the right path. Last week, it came from Tim Minard, a hot dog vendor at Waterfront Park in Louisville, KY.

The Two Annas

We ventured back to Kentucky for a weekend wedding. We spent a day driving around Louisville and decided to take my two Anna’s (that’s another story) down to the Waterfront Park on the Ohio River. The river is not for swimming, but it did not take the girls long to find water spouts to take the edge off the 95 plus degree heat.

We were walking around and Debbie left her purse in the car. She is the keeper of cash in our family. The girls asked for some water so I strolled over to the hot dog stand to see what I could find.

I asked if they accepted credit cards. “No, I’m sorry we don’t. What did you need”. I explained that I was looking for some water for my daughter and niece, but had only plastic for payment. He pulled out a couple of bottles and handed them to me before I could say no. “No charge” he said.

I noticed he was wearing a visor with the Special Olympics logo on it. Turns out that Tim is a big supporter of Special Olympics and recently helped raise more than $70,000. His company, Dogs on the Run, works with Special Olympics Indiana for Area 2. I could tell by the look in his eyes that he understood what it means to give something back with no expectation of a return. Just because it is the right thing to do.

It was not until after he gave me the water that I shared my story of donating cookies for the athletes. Maybe it was pure coincidence, but I said a quiet ‘thank you’, smiled and enjoyed a conversation with a new found friend.

If you happen to be in Louisville, I’d recommend you get off on River Road and look for the Dogs on the Run cart. Tim will serve up a fine dog, a cold drink and a friendly smile. And you can be sure that some small measure of what you spend will help an athlete you’ll never meet at next year’s Special Olympics. You can smile knowing that you made a difference in the life of someone out there giving their best effort. In my book, that’s what it means to give something back.

Have a charity and need door prizes, cookie packs or discount certificates? Visit our website and complete this form to get more information:

AnnasGourmetGoodies.com/Charities

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Do you sleep in a storm?

There are a number of ad campaigns that have, to the creator’s delight, left an indelible mark in my brain. I was watching the Super Bowl when the original Macintosh ad ran – still gives me chills to think about it. I loved the Budweiser ad when the farmers clapped for the Olympic torch runner. And if you’re familiar with American Standard Air Conditioning, my friend Mike Minogue from DarkHorse Creative is responsible for the ‘Maybe it’s too comfortable’ series of ads.

But in my mental file cabinet, is one series for the Boy Scouts of America. It featured several famous people, including President Gerald Ford. The theme of the campaign was centered on the concept that you never know where scouting will take you. I was a Boy Scout, and while I can’t claim to recite the pledge and probably won’t become President, I do remember the motto, ‘Be Prepared’; two powerful words that provide a valuable lesson for life and business.

2010 Men’s Retreat

I recently attended the 2010 Men’s Retreat hosted by August Turak at his farm. A group of very successful entrepreneurs, attorneys, teachers, consultants, a black belt, and others from various walks of life, gathered not for idle chit chat about sports, females, or money, but to explore their faith and share their toughest and most intimate personal and business challenges. To understand what it means to ‘spend time in the desert’ as Joseph Campbell describes in his book, “The Hero’s Journey”. And, ultimately, to prepare for the challenges we will all face in our lives.

The study materials for the weekend came from the Bible and were based on The Book of Job. An article entitled, ‘The Cup of Trembling’ provided the basis for discussions among the group. Perhaps it was the stunning scenery, the abundant and wonderful food, or simply Augie’s hospitality, but I cannot recall spending time with a group of men so engaged and open about their triumphs, their tragedies, and the challenges that lay ahead.

Each one of us has faced, or will face, tragedy and setbacks in our life, our family, and in business. Augie once told me that, “A small business owner dies a thousand deaths”. I understand completely. Baking cookies is honestly a pretty good occupation, but running and managing a business with world class service, like Anna’s Gourmet Goodies is tough and there are ups and downs like waves in the ocean. The key to surviving and succeeding is to understand and accept that adversity and ‘time in the desert’ is a part of the process. You can embrace it and gain strength to persevere, or wallow around and ultimately die of thirst – it is your choice.

One of the readings from the weekend was an excerpt from Mitch Albom’s book, ‘have a little faith’ – taken from one of ‘The Reb’s’ sermons. In it, he describes a farm hand looking for a job. The man presents his letter of recommendation from his former employer that states simply, “He sleeps in a storm”.

After he is hired, a terrible storm comes up and the owner panics, calling for the hired hand to help secure the farm. But he does not answer. When the owner runs out into the storm to check the animals, the hay and the grain, he finds that all are secure, in preparation for the storm. The hired hand is sleeping.

Storms will come. Again and again. The question that I ask myself, and you might as well, is this; are you prepared? People ask me about Anna’s Gourmet Goodies all the time, and I’d be untruthful if I said that we have not weathered our fair share of storms over the past 9 years or so. And in my personal life, I’ve spent some time in the desert as well. But through it all, we try very hard to take care of our resources, to cover the hay and lock up the grain, so that we can sleep through the storm.

As I was editing the video for this blog post just after midnight, something happened to my computer that I cannot explain. All of the icons from my desktop disappeared and some of the files that I had saved were gone. But every day, I create a complete image of my machine. So I simply backed up the current files, started the restore process, and went to sleep, knowing that when I woke up, the sun would be out and my computer would be running again with everything in place, ready for the next storm.

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Don’t Look Back

Going fast

Watch where you are going

We’ve not had much snow lately in North Carolina, but last week we did see a pretty good dusting. Enough to allow me to take Anna over to the park for a short ride down the hill on a sledding tub. I don’t get on a sled much any more, and while I enjoyed the ride, it did bring back a vivid memory and a lesson from my younger days.

Now that my parents have both passed on to the next life, I can safely tell this story. Although I expect my mom knew what happened all along, as only mothers can. It was a painful life lesson about looking backwards when you should be focused on where you are going.

We did not have continuous snow cover in Kentucky, but when the ground was white, I was probably outside on a sled. One snowy afternoon when I was 15, my friend Wayne (who already had his driver’s license) and I planned a trip to George Rogers Clark Park for a little sledding. We picked up his girlfriend at the time and headed out to the park, bundled up and ready for some fast downhill action.

We met some folks at the park that were riding downhill on a car hood. Seemed like a cool idea at the time. It was wide and fast and totally out of control; the perfect draw for a couple of teenagers out for an afternoon of adventure.

I do remember thinking that my mom would most certainly not approve of me riding down the hill on the hood of a car. Partly because it was not safe with all the metal edges and mostly because she knew better – I did not. But the parents were not around, we were on an adventure and I hopped on for the ride.

The three of us started off down the hill all facing in the right direction. Yes, it was fast and it was fun. Not too far into the ride, we hit a bump, tossing my other two passengers off and spinning me around so I continued down the hill backwards. I was looking back up at Wayne and remember him waving, laughing and yelling. I turned around to look where I was going and a split second later, I made contact with the tree.

It stopped me completely. Fortunately, I was wearing several layers of clothing and luckily I impacted the tree about two inches to the right of my spine, dead center in the largest muscle of my back. My head snapped back, but missed the tree. Had I landed a few inches the other way with my spine taking the impact, I probably would not have walked away and might not be writing this post as well.

They helped me back up the hill and slid me into the car. It felt like I had cracked something, but I was too scared to go to a doctor. Wayne dropped me off at my house and left quickly before anyone could ask where we had been. I went straight to my room, got in bed, and said my prayers for not ending up in the ER. I never said anything to Mom, but I’m sure she knew something not quite right.

I try to look back on these life events and see if I can learn something so I don’t have to go through that pain a second time. For me, I believe this was an example of the value of looking forward when you are going somewhere fast. Running a business, in today’s spiraling economic climate, reminds me of my sledding adventure and the importance of staying focused on where you are heading.

At Anna’s Gourmet Goodies, we try to do just that. We’ve introduced a new line of packaging with bright colors, are adding some new services for our business clients, and continue to look for ways where we can add value to our existing customers as well as new clients. Debbie and I are shaping some ideas for a new website that we hope to launch shortly. We’re moving forward fast, watching where we are going and not continually looking backwards.

Don’t get me wrong – history is important. You have to know where you’ve come from to get a clear sense of where you are going. But, there is a time to look back and be reflective, and a time to look forward. When you are racing down a hill or running a business in a fast changing environment like we have today, you’d better stay focused on where you are headed or you just might hit a tree.

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