Selling Well and an 80 Location Cookie Franchise with Bennett Maxwell

Lifetime at Work: Interviews with Founders, Investors and Advisors

Episode 65. In this Lifetime at Work podcast episode, Greg Martin interviews Bennett Maxwell, the founder and chairman of Dirty Dough, a booming gourmet cookie franchise.

Bennett recounts his transformative journey from being a Mormon missionary in Mexico to excelling in door-to-door solar energy sales, eventually leading to the creation and rapid expansion of Dirty Dough.

Listeners will gain insights into Bennett’s philosophies on living well, financial success, brand creation, and the profound impact of effective sales techniques. The discussion delves into the challenges and triumphs of building a scalable business in the food industry, raising substantial capital, and working with seasoned industry leaders.

It highlights Bennett's strategic approaches to franchising, the importance of organizational structure, and the emotional and financial ramifications of success. The episode also provides practical advice on connecting with advisors and emphasizes the pursuit of joy and fulfillment in business and life, over merely chasing financial goals.

• 00:00 Introduction to the Podcast and Guest
• 00:54 Bennett Maxwell's Early Life and Career Beginnings
• 01:27 The Journey into Door-to-Door Sales
• 03:26 Transition to the Solar Business
• 07:38 Investing in Dirty Dough
• 10:59 Challenges and Innovations in the Cookie Business
• 12:36 Franchising and Business Growth
• 16:50 Marketing Strategies and Owner Involvement
• 18:25 Doubts and Financial Challenges
• 21:44 Raising Capital and Leadership Changes
• 23:08 Equity Deal and Acquisition
• 25:12 Reflections on Money and Success
• 26:57 The Illusion of Financial Goals
• 32:58 Building a National Brand
• 42:14 The Importance of Advisors
• 46:32 Final Thoughts and Contact Information