How the Cookie Crumbles

How the Cookie Crumbles

August 3, 2022

Things are bustling here in the Wide Awake Business office. Tomorrow is an important day,. and you can bet we will be celebrating!

Celebrate with us.

Tomorrow, August 4, is National Chocolate Chip Cookie Day.

I just put a batch in the oven and can hardly wait to smell that delicious aroma and to bite into a warm, soft cookie, letting the melted chocolate linger on my tongue.

Are you with me?

While you are enjoying America’s favorite cookie, take a little time to savor the wisdom contained in that sweet treat. Chocolate chip cookies teach us that…

Quality products depend upon quality ingredients. The finest chocolate, best butter and deepest vanilla make a better cookie than the bargain brand. Don’t skimp on what you put into your business. Your customers will know when you’ve taken care to give them the best.

Following a proven recipe gets reliable results. There is a reason that the recipe for original Toll House cookies is printed on the chocolate chip wrapper. The recipe works and has stood the test of time. You know you’ll get what you want if you follow the recipe precisely.

Once you find something that works really well in your business, something that your customers love, stick with it. Think about the brands you know that have a signature style or proven process. You may not be a fan of McDonald’s, but for their loyal customers, knowing that the burger will be the same in Alaska as in Alabama is one of the things that keeps them coming back.

More is not necessarily better. Adding more chocolate chips will not always result in a better cookie. There needs to be enough dough to surround the chocolate. Likewise, turning up the temperature is more likely to result in burnt cookies than in more cookies made in a shorter time.

Mistakes are not necessarily failures. Did you know that the original Toll House cookies were actually a mistake? Ruth Graves Wakefield, whose husband owned the Toll House Inn was not setting out to make a chocolate chip cookie at all. At the time, chocolate morsels had not even been invented.

Ruth had run out of the baking chocolate she usually used to make her chocolate drop cookies. She decided to use chunks of semi-sweet chocolate in the batter instead, assuming it would melt into the batter as it baked.  Surprise! The chocolate chunks got soft and gooey but didn’t melt.

Ruth took a risk and served the cookies instead of throwing them out…and a tradition was born. If she had discarded the cookies as a failure, we might not be celebrating National Chocolate Chip cookie day today.

Before you judge an unexpected result as a failure, make sure you take time to explore the possibilities. Who knows? You might just have created the new, best thing in your chosen field.

Take a minute to celebrate tomorrow. Have a chocolate chip cookie and then

Do something spectacular!