We caught up with the brilliant and insightful Cindy Wahler a few weeks ago and have shared our conversation below.

Cindy, appreciate you joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

My DNA is wired to believe that winning is about believing that curiosity is fundamental to success. Curiosity about the world allows us to take risks and explore new ground.

I truly began my cookie business @bite.me.cookie as a pilot. My full time job is in the area of leadership development and CEO succession which is in a very different space, although there are some business principles that apply to all sectors.

I needed to test whether there was a market for my business. The best and only way to do so is to see if consumers actually wanted my products. Once I launched it was critical for me to view consumers as the experts. Their feedback on what they liked and didn’t like about my cookies then propelled me to grow to over 20 flavors. As well, I have been right from the very start open to the types of flavors customers preferred, were excited by, and others that were less popular. I still add new flavors regularly and also take on custom or special requests.

Once I established a core group of customers I then recognized that I could expand to the event and corporate market place. I started to offer my cookies for private events, corporate functions, launch parties, employee appreciation and many other celebratory moments. This now was my second round of scaling by increasing my target audience.

The third phase was truly based upon customer requests. I was asked to make additional baked goods. Despite my fear and anxiety I took the leap and now have over a dozen other baked goods that include tiramisu, truffle brownies, four different types of cheesecake, caramelized apple tart, fruit crumble, caramel pecan corn, and much more. Ninety percent of these dessert items and ideas were at the request of my customers. I am exceptionally grateful as they gave me the courage to be bold and push my creative energy.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My day job is working on Bay and Wall Street in supporting talent and leadership development. I work with Boards on CEO succession and overall talent strategy. I very much wanted to take my creative interests, passion for baking and bring happiness to others. We all need to have treats in our lives whether we treat ourselves or are kind to others.

To be self employed requires a few key elements. You need to be exceptionally driven, disciplined and relentless in your pursuit. Listening to feedback from experts in the business allows you to pivot, make changes and course correct.

It is also critical to surround yourself with people who champion you. There is no shortage of people whose first and automatic reaction is that trying new things is too risky and prone to failure. Although that is true, I rather have tried and failed then have regrets that revolve around wishing and hoping rather than doing and executing.

I am most proud of my ability to take risks and be courageous. I owe alot to my family who ride the wave of challenges and ups and downs. I know at times I fatigue them, but I also know they could not be more proud. Their enthusiasm is my fuel that keeps me going.

Can you share one of your favorite marketing or sales stories?

I was asked by a customer to make tiramisu for his extended family. They were Italian and his relatives were coming in from Italy. I felt quite panicky as they grew up on tiramisu with authentic products from Italian terroir and direct Italian sources. I attempted to explain all this, suggesting that I would not be the right or best person. Surely I would let them down. He insisted and throughout the process I had significant regrets and a vision of utter failure and dissatisfaction.

I did copious research as there are many variations of tiramisu as well as many product sources. I delivered the tiramisu and waited and paced up and down waiting for the feedback.

The most gratifying aspect of this challenge is that my tiramisu is now a regular offering on my menu that I have provided for many large scale functions,

What’s worked well for you in terms of a source for new clients?

Satisfied customers are my primary source of business growth. My products have been gifts to customers friends and family. Consistent quality, listening to what my clients want and being responsive to their needs has allowed me to work towards repeat business as well as expanded growth opportunities..

Contact Info:

• Instagram: @bite.me.cookie
• Other: e-mail: [email protected]

Image Credits
Josh Wahler @green.is.gold