One Smart Cookie: How Fields Baked Her Way to the Bank
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With no college degree, no support from her family, and no money, Fields was able to start up not only her own business, but a multimillion dollar one at that. How did this housewife become one of America’s greatest success stories and the name behind some of the country’s most beloved cookies?
Perseverance: “The one thing that I think is critical in the entrepreneurial spirit is that it’s all attitude,” says Fields. “If you think you can, then you’re half way there. If you say, ‘I can’t,’ then you’re defeated.” Nobody, not even Fields’ own husband, believed in her ability to start a business. But Fields refused to be defeated and stayed determined to achieve her goals.
Passion: “You know, Mrs. Fields was never a business,” says Fields. “It was a part of me…and I never separated, oh, well, business from personal because to me they all blended together.” The great thing about Fields’ business was that even if she were not making millions of dollars running it, she would have wanted to be doing it anyway. She loved baking cookies, and it was her passion that helped bring all of the bankers, staff, and customers on board.
Sampling: “To me what mattered most was never to register more sales in the cash register,” says Fields. “The only thing that mattered to me was to register a smile on a customer’s face. If you can get a customer to smile, we will succeed.” Fields understood that sometimes you had to take a loss in order to profit in the long run. By giving away free samples of her cookies, she was able to bring in new customers and build a loyal following.
Perfection: “I had to be the very best,” says Fields. “Because, if I was not the very best, I would end up to be number two.” For Fields, no spot was good enough except the top spot. From providing excellent customer service to satisfaction-guaranteed cookies, Fields made sure her company was doing whatever it could to be the best.
Determination: Fields was never too proud or stubborn to admit when something needed to change. If sales were not coming in as she had hoped, she knew it was her fault, and she knew she had to do something differently. Fields remained flexible yet determined to realize her dream, and took action where it was needed.
The odds might have been against her, but Fields paid no attention. She was determined to go into business for herself, and to make it a success. Today, with more than 2,300 stores in over ten different countries, Fields has realized her dream. “And, so, my message to each and every one of you is that I know that you all have dreams, and don’t ever lose sight of those dreams,” she says. “And, more importantly, reach for the stars. And realize that it is never too late – not now, not ever – for you to pursue your passion, your pursuit of perfection. And most importantly, your perseverance for making it happen.”
One Smart Cookie How Fields Baked Her Way to the Bank
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