For some reason, whenever I go grocery shopping, I find myself drawn to a random row of product in the baking aisle. The “weird flours,” if you will. I always wonder about the people who are purchasing those little bags of coconut flour and hazelnut meal. “What are you doing with all that chia seed,” I find myself wondering. It’s like they’re all part of some kind of super secret culinary club.
Don’t mind us. We’re just hanging out in inconspicuous packaging on the middle shelf. Move along. Nothing here to see.
Except it turns out there is. Well, maybe it’s not something to see, but it’s something to hear. It’s their story. And it’s a really, really great story.
I stumbled my way across this video last week, not realizing who it was for. The wisdom captured my heart, and by the time the brand reveal hit, I was sold. They could have been selling earplugs or cardboard boxes for all it mattered, but as it happens, they’re selling the weird flours — and the man (and philosophy) behind those weird flours is pretty dang awesome.
I may never have a use for coconut flour, but I’m going to find one. If for no other reason than the world needs more Bobs.
"It’s so obvious that it’s not – how to run a business, that is. First, make something you love. That way it’s hardly work at all. Then make it as well as humanly possible. Pour your soul into it. Your back, too. Focus on the thing and not the money. That’ll generally take care of itself. Do it honestly, with integrity. Tell the truth, no mumbo jumbo. Don’t get greedy. Don’t cut corners. Smile whenever possible. And treat people with respect; your suppliers, your employees , your partners…most of all, the people who buy that thing. Charge a fair price, just what you need to keep going. Then keep things going, even when you could cash out. Why? Because way back at the start, there’s another obvious thing even geniuses forget. That thing you make? that thing you love? It should be a good thing in some way. After all, isn’t that the point? Isn’t that why we’re here? To help one another. To add something. To make folks a little happier, a little healthier for doing what you do. And here’s one last obvious thing. If all goes right, you turn down all the deep pocket suitors and just give the operation – the whole shebang – to your employees instead. Okay, maybe that last part isn’t obvious…to anybody but Bob."