hi I’m Evan Carmichael and welcome to another edition of modeling the masters
another edition of modeling the masters
another edition of modeling the masters today we’re going to look at how a
today we’re going to look at how a
today we’re going to look at how a housewife who was told by her husband
housewife who was told by her husband
housewife who was told by her husband that her business concept was a stupid
that her business concept was a stupid
that her business concept was a stupid idea
idea
idea created an international brand with
created an international brand with
created an international brand with almost 500 retail locations this is a
almost 500 retail locations this is a
almost 500 retail locations this is a story of cookie connoisseur mrs. Debbie
story of cookie connoisseur mrs. Debbie
story of cookie connoisseur mrs. Debbie fields and a top three lessons that you
fields and a top three lessons that you
fields and a top three lessons that you can learn from her success
Debbie Fields is the founder and current
Debbie Fields is the founder and current spokesperson of mrs. Fields bakeries
spokesperson of mrs. Fields bakeries
spokesperson of mrs. Fields bakeries additionally she has written several
additionally she has written several
additionally she has written several cookbooks she currently lives in Memphis
cookbooks she currently lives in Memphis
cookbooks she currently lives in Memphis Tennessee with her husband and is very
Tennessee with her husband and is very
Tennessee with her husband and is very involved in philanthropic work
involved in philanthropic work
involved in philanthropic work throughout the area
throughout the area
throughout the area when Fields first decided to create her
when Fields first decided to create her
when Fields first decided to create her own business baking cookies she was
own business baking cookies she was
own business baking cookies she was ecstatic
ecstatic
ecstatic she thought her family would be too but
she thought her family would be too but
she thought her family would be too but even her loved ones the people she had
even her loved ones the people she had
even her loved ones the people she had expected the counter for support turned
expected the counter for support turned
expected the counter for support turned their backs her husband told her Oh
their backs her husband told her Oh
their backs her husband told her Oh sweetie that is such a stupid idea
sweetie that is such a stupid idea
sweetie that is such a stupid idea and her parents said that she didn’t
and her parents said that she didn’t
and her parents said that she didn’t have any business going into the cookie
have any business going into the cookie
have any business going into the cookie business with no family support Fields
business with no family support Fields
business with no family support Fields began visiting banker after banker to
began visiting banker after banker to
began visiting banker after banker to try and get the startup capital she
try and get the startup capital she
try and get the startup capital she needed for her business but the response
needed for her business but the response
needed for her business but the response was poor with only two years of college
was poor with only two years of college
was poor with only two years of college under her belt
under her belt
under her belt nobody wanted to back a woman with no
nobody wanted to back a woman with no
nobody wanted to back a woman with no business experience and little formal
business experience and little formal
business experience and little formal education she became so desperate to
education she became so desperate to
education she became so desperate to find financing that she began going
find financing that she began going
find financing that she began going through institutions one by one through
through institutions one by one through
through institutions one by one through the Yellow Pages finally she found the
the Yellow Pages finally she found the
the Yellow Pages finally she found the banker who agreed to give fields the
banker who agreed to give fields the
banker who agreed to give fields the money she needed to get her dream off
money she needed to get her dream off
money she needed to get her dream off the ground but it came at a steep price
the ground but it came at a steep price
the ground but it came at a steep price twenty-one percent interest according to
twenty-one percent interest according to
twenty-one percent interest according to fields it was the cheapest money I could
fields it was the cheapest money I could
fields it was the cheapest money I could have because it was the only money I
have because it was the only money I
have because it was the only money I could get in Palo Alto California in
could get in Palo Alto California in
could get in Palo Alto California in 1977 Fields opened up her first cookie
1977 Fields opened up her first cookie
1977 Fields opened up her first cookie store although sales were slow to start
store although sales were slow to start
store although sales were slow to start and Fields was forced to go out into the
and Fields was forced to go out into the
and Fields was forced to go out into the street to offer free samples she
street to offer free samples she
street to offer free samples she eventually got it up and running over
eventually got it up and running over
eventually got it up and running over the next six years mrs. Fields would
the next six years mrs. Fields would
the next six years mrs. Fields would multiply throughout the US by the end of
multiply throughout the US by the end of
multiply throughout the US by the end of 1984 there are more than 160 cookie
1984 there are more than 160 cookie
1984 there are more than 160 cookie outlets across the country which along
outlets across the country which along
outlets across the country which along with four international stores were
with four international stores were
with four international stores were bringing in forty five million dollars
bringing in forty five million dollars
bringing in forty five million dollars in revenue in 1993 she eventually sold
in revenue in 1993 she eventually sold
in revenue in 1993 she eventually sold out to private investors and still
out to private investors and still
out to private investors and still remains a spokesperson of mrs. Fields
remains a spokesperson of mrs. Fields
remains a spokesperson of mrs. Fields bakeries so the next question is how can
bakeries so the next question is how can
bakeries so the next question is how can you model the success of Debbie fields
you model the success of Debbie fields
you model the success of Debbie fields here are three action items and you
here are three action items and you
here are three action items and you could put to use into your business
could put to use into your business
could put to use into your business today
today
today action item number one don’t let
action item number one don’t let
action item number one don’t let rejection hold you back every new
rejection hold you back every new
rejection hold you back every new business is going to have a chair of
business is going to have a chair of
business is going to have a chair of doubters you’ll have potential customers
doubters you’ll have potential customers
doubters you’ll have potential customers lender suppliers partners and employees
lender suppliers partners and employees
lender suppliers partners and employees turn you down you may even have your
turn you down you may even have your
turn you down you may even have your friends and family question what you’re
friends and family question what you’re
friends and family question what you’re doing if you’re sure that your idea has
doing if you’re sure that your idea has
doing if you’re sure that your idea has merit then you owe it to yourself to
merit then you owe it to yourself to
merit then you owe it to yourself to give it your best use the rejection as
give it your best use the rejection as
give it your best use the rejection as fuel to motivate you to keep going
fuel to motivate you to keep going
fuel to motivate you to keep going remember that each no gets you closer to
remember that each no gets you closer to
remember that each no gets you closer to a yes as far as Fields was concerned she
a yes as far as Fields was concerned she
a yes as far as Fields was concerned she knew she was not going to disappoint her
knew she was not going to disappoint her
knew she was not going to disappoint her husband and her parents who did not
husband and her parents who did not
husband and her parents who did not believe in her the only person she
believe in her the only person she
believe in her the only person she resists appointing was herself if she
resists appointing was herself if she
resists appointing was herself if she did not try and so my journey began says
did not try and so my journey began says
did not try and so my journey began says Fields I made the decision and I was
Fields I made the decision and I was
Fields I made the decision and I was going to see it through meanwhile Fields
going to see it through meanwhile Fields
going to see it through meanwhile Fields his parents continued to discourage
his parents continued to discourage
his parents continued to discourage their daughter’s plans again Fields his
their daughter’s plans again Fields his
their daughter’s plans again Fields his mother told her to give up telling her
mother told her to give up telling her
mother told her to give up telling her that there’s magic in those words
that there’s magic in those words
that there’s magic in those words because when she said Debbie just give
because when she said Debbie just give
because when she said Debbie just give up instead of giving up Fields creative
up instead of giving up Fields creative
up instead of giving up Fields creative a mantra for herself and maintained the
a mantra for herself and maintained the
a mantra for herself and maintained the faith that there was someone out there
faith that there was someone out there
faith that there was someone out there who would finance a yes to her dream her
who would finance a yes to her dream her
who would finance a yes to her dream her advice you do not have to be superhuman
advice you do not have to be superhuman
advice you do not have to be superhuman to do what you believe in the most
to do what you believe in the most
to do what you believe in the most important thing is for you to believe in
important thing is for you to believe in
important thing is for you to believe in what you’re doing absolutely know that
what you’re doing absolutely know that
what you’re doing absolutely know that there are people out there who want to
there are people out there who want to
there are people out there who want to say yes action item number two let
say yes action item number two let
say yes action item number two let customers try before they buy with any
customers try before they buy with any
customers try before they buy with any new product or service customers are
new product or service customers are
new product or service customers are reluctant to buy because they don’t know
reluctant to buy because they don’t know
reluctant to buy because they don’t know what they’re getting if you can think of
what they’re getting if you can think of
what they’re getting if you can think of a way for your clients to try out what
a way for your clients to try out what
a way for your clients to try out what you’re selling on a small scale they’re
you’re selling on a small scale they’re
you’re selling on a small scale they’re much more likely to buy assuming that
much more likely to buy assuming that
much more likely to buy assuming that you have a quality product or service of
you have a quality product or service of
you have a quality product or service of course trying something that reduces the
course trying something that reduces the
course trying something that reduces the risk for the customer and increases the
risk for the customer and increases the
risk for the customer and increases the chances that they’ll place an order with
chances that they’ll place an order with
chances that they’ll place an order with you when Fields opened up her first shop
you when Fields opened up her first shop
you when Fields opened up her first shop she had trouble getting the foot traffic
she had trouble getting the foot traffic
she had trouble getting the foot traffic outside to come inside her store to
outside to come inside her store to
outside to come inside her store to create an incentive for new customers to
create an incentive for new customers to
create an incentive for new customers to come in
come in
come in she began sending out trays of free
she began sending out trays of free
she began sending out trays of free cookies into the streets people would
cookies into the streets people would
cookies into the streets people would try her cookies outside and wander into
try her cookies outside and wander into
try her cookies outside and wander into the store to see where they could find
the store to see where they could find
the store to see where they could find more according to mrs. Fields I wanted
more according to mrs. Fields I wanted
more according to mrs. Fields I wanted to make my first investment in my
to make my first investment in my
to make my first investment in my customer
customer
customer I wanted to give the product away I
I wanted to give the product away I
I wanted to give the product away I wanted people to actually experience the
wanted people to actually experience the
wanted people to actually experience the product try the product and they thought
product try the product and they thought
product try the product and they thought it was worthy if they liked it then they
it was worthy if they liked it then they
it was worthy if they liked it then they could buy it try it and buy it that was
could buy it try it and buy it that was
could buy it try it and buy it that was the way we really found customers action
the way we really found customers action
the way we really found customers action item number three good enough never is
item number three good enough never is
item number three good enough never is if you want to have long-term success as
if you want to have long-term success as
if you want to have long-term success as an entrepreneur then you need to
an entrepreneur then you need to
an entrepreneur then you need to constantly be upping the quality of the
constantly be upping the quality of the
constantly be upping the quality of the product and service that you provide
product and service that you provide
product and service that you provide create a high standard of quality for
create a high standard of quality for
create a high standard of quality for what you’re currently producing and be
what you’re currently producing and be
what you’re currently producing and be on the lookout for other ways that you
on the lookout for other ways that you
on the lookout for other ways that you can make it even better and add more
can make it even better and add more
can make it even better and add more value one day Debbie fields walked into
value one day Debbie fields walked into
value one day Debbie fields walked into one of her stores to see a long line of
one of her stores to see a long line of
one of her stores to see a long line of customers waiting to purchase a huge
customers waiting to purchase a huge
customers waiting to purchase a huge batch of cookies that she immediately
batch of cookies that she immediately
batch of cookies that she immediately knew had been over baked Fields was
knew had been over baked Fields was
knew had been over baked Fields was upset she did not want those cookies to
upset she did not want those cookies to
upset she did not want those cookies to be sold or for those customers to
be sold or for those customers to
be sold or for those customers to associate her name with over baked
associate her name with over baked
associate her name with over baked cookies Fields approached the manager to
cookies Fields approached the manager to
cookies Fields approached the manager to figure out what was going on what do you
figure out what was going on what do you
figure out what was going on what do you think of these cookies Fields asked him
think of these cookies Fields asked him
think of these cookies Fields asked him he responded by saying Oh Debbie they’re
he responded by saying Oh Debbie they’re
he responded by saying Oh Debbie they’re good enough Fields was upset and
good enough Fields was upset and
good enough Fields was upset and immediately threw out all of the cookies
immediately threw out all of the cookies
immediately threw out all of the cookies good enough she said good enough never
good enough she said good enough never
good enough she said good enough never is fields now had a long line of hungry
is fields now had a long line of hungry
is fields now had a long line of hungry customers waiting to buy cookies that
customers waiting to buy cookies that
customers waiting to buy cookies that had just been tossed in the garbage she
had just been tossed in the garbage she
had just been tossed in the garbage she went over to them and explained one by
went over to them and explained one by
went over to them and explained one by one what had happened we’ve over baked
one what had happened we’ve over baked
one what had happened we’ve over baked these cookies she said and I want them
these cookies she said and I want them
these cookies she said and I want them to be perfect and whatever you are
to be perfect and whatever you are
to be perfect and whatever you are standing in line for I will absolutely
standing in line for I will absolutely
standing in line for I will absolutely give them to you free plus I’ll match
give them to you free plus I’ll match
give them to you free plus I’ll match for free if you will come back according
for free if you will come back according
for free if you will come back according to mrs. Fields good enough never is set
to mrs. Fields good enough never is set
to mrs. Fields good enough never is set your standards so high that even the
your standards so high that even the
your standards so high that even the flaws are considered excellent so
flaws are considered excellent so
flaws are considered excellent so remember don’t let rejection hold you
remember don’t let rejection hold you
remember don’t let rejection hold you back let customers try before they buy
back let customers try before they buy
back let customers try before they buy and good enough never is I wanted to end
and good enough never is I wanted to end
and good enough never is I wanted to end this video today by sharing one of my
this video today by sharing one of my
this video today by sharing one of my favorite true stories about mrs. Debbie
favorite true stories about mrs. Debbie
favorite true stories about mrs. Debbie fields in growing her business Fields
fields in growing her business Fields
fields in growing her business Fields was determined to bring on board only
was determined to bring on board only
was determined to bring on board only those people who shared her passion for
those people who shared her passion for
those people who shared her passion for cookies to make sure she was her
cookies to make sure she was her
cookies to make sure she was her people who are going to love their jobs
people who are going to love their jobs
people who are going to love their jobs as much as she did fields began
as much as she did fields began
as much as she did fields began auditioning all of her employees people
auditioning all of her employees people
auditioning all of her employees people who wanted to work for mrs. fields we’re
who wanted to work for mrs. fields we’re
who wanted to work for mrs. fields we’re not just going to sit through the
not just going to sit through the
not just going to sit through the regular interview process field fields
regular interview process field fields
regular interview process field fields would send her candidates into the
would send her candidates into the
would send her candidates into the street with trays of cookies and told
street with trays of cookies and told
street with trays of cookies and told them that if any customers came into the
them that if any customers came into the
them that if any customers came into the store mentioning their name they would
store mentioning their name they would
store mentioning their name they would be hired Fields would also make her
be hired Fields would also make her
be hired Fields would also make her candidates sing happy birthday to her in
candidates sing happy birthday to her in
candidates sing happy birthday to her in middle the store that’s how I found the
middle the store that’s how I found the
middle the store that’s how I found the best cookie people in the world she said
best cookie people in the world she said
best cookie people in the world she said because if they would sing and belt out
because if they would sing and belt out
because if they would sing and belt out happy birthday
happy birthday
happy birthday I knew that smiles were going to be
I knew that smiles were going to be
I knew that smiles were going to be created laughter fun times and we were
created laughter fun times and we were
created laughter fun times and we were going to have a relationship her formula
going to have a relationship her formula
going to have a relationship her formula was a success and as a result fields
was a success and as a result fields
was a success and as a result fields never wrote a customer service manual
never wrote a customer service manual
never wrote a customer service manual because she felt that customer service
because she felt that customer service
because she felt that customer service comes from the heart thank you for
comes from the heart thank you for
comes from the heart thank you for joining me for another edition of
joining me for another edition of
joining me for another edition of modeling the masters I hope you enjoyed
modeling the masters I hope you enjoyed
modeling the masters I hope you enjoyed if you liked the video and you want to
if you liked the video and you want to
if you liked the video and you want to see more please leave a thumbs up below
see more please leave a thumbs up below
see more please leave a thumbs up below the video and feel free to leave a
the video and feel free to leave a
the video and feel free to leave a comment and love to hear your thoughts
comment and love to hear your thoughts
comment and love to hear your thoughts and feedback thank you and stay tuned to
and feedback thank you and stay tuned to
and feedback thank you and stay tuned to the next episode
”
Be First to Comment