Famous Amos Cookies
“It’s important to start … start from right where you are.”
—Wally Amos
Wally Amos is one of the most renowned black entrepreneurs in America. He calls himself the “Jackie Robinson of the theatrical business.” It was Amos who “discovered” Simon and Garfunkel in a Manhattan club. Amos promoted talent at the William Morris Agency until he discovered something better. A friend dropped by one night with a batch of freshly baked chocolate chip cookies, and they were so tasty that Amos wanted to know how to make them himself. Simple—the recipe was on a bag of Nestle’s chocolate chips. Amos’s promoter mind went crazy. He had “discovered” something big. After months of making cookies for all his friends, and perfecting the recipe to make it his own, Amos was ready to let the world in on his new discovery.
It was opening day in Hollywood, California. Two thousand people had been sent special invitations. A red carpet decorated the sidewalk. Celebrities arrived in limousines. Music was playing and champagne was flowing. It was the grand debut of “Famous” Amos’s first chocolate chip cookie store. Amos promoted his cookies nationwide, marketing them to exclusive department stores and specialty shops. Within five years, annual sales of Famous Amos cookies reached $5 million. Not everyone can afford a car phone, a Rolls Royce, a penthouse, diamonds, or jewelry. But almost everyone can afford a chocolate chip cookie.
CONSIDER THIS: What’s out there waiting to be “discovered”? Look around. It may be the simplest, everyday thing that you can make the “best in the world.”
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