Why we started a cookie business

Sometimes when things are terrible it’s necessary to start something delightful.

So last month my wife and I started a cookie business.

It’s an online store that sells gourmet gluten-free and vegan freshly baked cookies. They are made from incredible ingredients: organic this and organic that. And they are delicious. I’m the taste tester, so I should know.

But bragging aside, the main point of making something tasty is to spread just a little bit of joy to overcome the daily pains that seem to be mounting every day.

We get it. Kids are cooped up. The future is uncertain. The economy is struggling. News is the news, always negative. Schools are thinking about opening and we don’t know what to do. The second wave is swelling to who knows how high. And all of us are getting swept up into it and we are going for a ride to who knows where. It’s terrifying. All of it.

But taking a bite into a chocolate chip cookie floods us with memories of childhood, simpler times, summer bake sales, laughter, mom—home. It’s just love, baked.

That’s what we wanted to make, except in our fashion.

Our family has crazy dietary restrictions. We can’t eat gluten since we have major intolerances, and we have all kinds of sensitivities. My wife has been eating essentially the same limited foods every day, for every meal—literally. Our eldest can’t eat gluten and a whole host of other foods. And I find most meats make me feel badly and eat vegan most of the time, but for those rare occasions where I scarf down a ribeye. In other words, we eat crazy clean. No processed foods, refined sugar, etc. here. Don’t get me wrong. I want to eat Doritos, Krispy Kream donuts, Oreos. But I know I will feel terrible afterwards. Maybe you know what I’m talking about.

So we wanted to create something we and all of our friends and humans could feel good eating. Because, there’s enough feeling bad these days. And this is not just about feeling better emotionally, but good physically. That’s why we use the ingredients that we do. They’re great so we can feel good, in every way.

But if you want to know the truth, my wife has never even tasted our cookies. Not one. It’s because her food restrictions are so tight she can’t even try them, right now. She bakes them. She loves baking. But she can’t enjoy them. We are hoping that eventually she’ll be able to bite into the slightly-crunchy-with-a-gooey-center-packed-with-chocolate-chips beauts of a treat, someday, soon.

Nonetheless, she does take great pleasure in others enjoying her little creations. She delights in the knowledge that her joy inducing circles of chocolaty bliss brings others delight. That’s joy for her, for our family.

We started this venture at the end of May and we’ve been working out the kinks. It’s been fun. It began as an experiment, us playing around. Then orders came in. Not too many at first. But these, too, acted like waves. For the first week or so, most days were quiet with little activity. Then we’d get a sale here, a delivery there. Then one day in early June we had a large swell crash on us. Things went bonkers. And we started to wonder if we had something, something real.

Yesterday we posted on social media to our friends unsure what kind of reception we would get. And it was amazing. We had our biggest day of sales to date. We were astonished at the response and generosity. I mean, our cookies aren’t cheap. But people bought. Some kept buying. And they were gifting to this person and that person who lived on the west coast and out east and to a neighbor down the road or across the street. It was incredible.

To any of you who were a part of yesterday’s frenzy and are reading this, we love you, and we can’t wait for you to get a mouthful of this goodness.

So, friends, neighbors, and fellow humans, I’ll give more details of our journey and lessons and failures going forward, as well as other non-cookie related thoughts.

But for now, I’ll be delivering your cookies and sending them to USPS, with nothing but deliciously joyful thoughts and prayers and love that will show up at your doorstep. It’s not a hug, but it might be better.

Because, you know, when times are bitter, sometimes all you need is something sweet.

If you want to check us out, you can find us at www.cleancookieco.com and @cleancookieco on Facebook and Instagram.

Lots of love,
John and Rachel


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You’re rich

Do you feel like you have something to prove? I do sometimes.

I feel that urge to let people know that I’m doing ok; I’m successful; I’ve done something; I’m special. But why?

Comparing ourselves to others is a killer. It kills our joys, our happiness, our richness.

But I hope you free yourself from that, friends. I hope you see that life is more than how much crap you can put into your homes, more than your titles, net worth and where you lie on the imaginary comparison chart you place yourself and others.

Just because you have a lot of money, homes, wealth, doesn’t mean you’re rich. Having a lot doesn’t mean you have healthy relationships, wellbeing, wellness, character. Often the best of life gets eroded by the pursuit of more.

See, the secret to happiness is contentment.

I’m not saying that you shouldn’t have dreams, or try to do better, or succeed. You should.

But when you start looking around and comparing yourself, or scrolling down your newsfeed and wondering what it would be like to be so and so, that’s the problem. You’re always one scroll away from feeling life poor.

You might have reached great heights and attained riches, but still feel poor. And the act of comparison is the fastest way to dive into that dingy hole of feeling impoverished.

Because there will alway be someone doing “better” than you. Whatever “better” means.

Instead you need to focus on your life and enjoy what you have. More than that, you can be grateful, or, even, celebrate where you are.

You decide how rich you feel. And when you know that, you won’t need to prove anything.

Your contentment is proof of how good you have it.


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Things got weirder

These past few days things just got weirder.

An image of a married couple brandishing firearms and pointing them at people who were peacefully protesting shocked me.

They live in my city. They’re not far from me, which only added to the weirdness.

These people, who are basically my neighbors, looked like some strange mash up of Rambo and James Bond. And I couldn’t help but wonder, ‘What would cause someone to do something like that?’

And the only thing I could think of was this.

Fear—naked and unadulterated terror.

It distorts reality, dements our thinking, bends our minds away from facts into a terrible fiction. It makes peaceful protestors into “terrorists.” It can make something uncomfortable into a nightmarish scene that came from a movie like The Ring.

But the fact is that we all live with fear. They just lived it in public, captured on video, shared on public media.

Now don’t get me wrong. I’m not defending them. What they did was absolutely wrong. They could have killed someone. Their actions were reckless, foolish, and terrible.

But, I am trying to understand why someone in my city would do something so outrageous. What would cause someone to think, “You know what? I’m going to grab my semiautomatic rifle and take it out to the lawn and hold the line,” and then I say, “Hey, Honey! Grab your pistol and meet me out there!” I mean, you don’t do that unless you thought it’s a good idea, or felt compelled somehow.

And that’s the issue isn’t it? What made them think it was a good idea?

Any rational human would have known it would get filmed and splashed on social media. Anyone who would have taken a second and breathed in and out and asked themselves, “Is pulling out firearms in public the right move?” would have realized how idiotic it was.

Yet they didn’t. And they stood their ground, holding the line, imagining they were defending their hill to the death even though death never came for them.

St. Louis is one of my favorite places in the world. I’ve live in other parts of the country (New York City and San Diego). I’ve traveled. But St. Louis is great. It has amazing amenities, it has rolling hills, lakes and rivers, bursts with color with the autumnal foliage, and the nicest people. (They usually don’t wave their guns around.) Really.

They will smile and wave at you. That’s right. Complete strangers look at you in the eyes, acknowledge your humanity and then greet you warmly. Let me tell you something, that didn’t happen in NYC. I love that place but it isn’t known for its friendliness. But St. Louis is friendly, exceedingly so.

Now you juxtapose that with these two gun slingers. It’s strange. But in a way it’s not.

St. Louis has some of the loosest gun laws in the nation for a reason. We love our 2nd amendment here in Missouri. And it doesn’t take much to see it. When I scroll down my Facebook feed, I’ll see friends holding their AR15 or a family member talking about this new “easy conceal and carry” that they bought for the missus.

And the city’s love for guns is largely due to the fact that we are a very conservative (I’m not using the term in the political sense, although that’s true, too) city. We love safety, comfort, ease of living. I mean, there’s a reason why this is one of the most affordable cities to live in and pays some of the highest wages. We love to be fat and happy here, quietly living in our fiefdoms in fly-over country, unbothered, unmolested, eating pasta, toasted ravioli, custard, and thin crust pizza until we are rub-your-belly full.

But then you have barbarians “breaking down” the gate terrorizing a private street, invading their land, penetrating their border and ransacking their village of a city block.

That broke up the tranquility of this couple’s existence and disturbed their daily life, the safety they felt. It’s likely they’ve been feeling uneasy for months, not just from the pandemic but the “riots.” Tensions within in their home might have been high, as it has been for many of us.

And seeing strangers barging into their neighborhood was the last straw, and their frayed nerves were exposed for the world to see, witness, jeer at, and ridicule.

They are the butt end of a national joke.

And yet, they’re not. There are many in our nation who believe them right and good, righteous even. More said, “Good for them,” than I ever thought would have, as if what they were doing was their God-given right and the best idea to execute. People even seemed to envy their behavior and saw it as something to aspire to, as if waving a gun at innocent people was an act one should do.

It’s disturbing.

The most ironic part of this whole situation was that the couple said that they believed in the Black Lives Matter movement. They didn’t want people to think that they didn’t believe in it they said in an interview after the incident. That was the weirdest thing I’ve heard in a long time. And that caught me off guard the most.

And I thought, ‘How could a couple who believes in Black Lives Matter point weapons at protestors who were for Black Lives Matter?’

We humans are frail creatures. Empathy isn’t just needed for some people, but for all people. I know what these people did was completely wrong and stupid. But if I’m honest with myself, I’ve been idiotic, brash, harsh, foolish. I don’t own a firearm but I’ve thought about it.

So, in all of this weirdness, I’ll end with this weird thought.

It’s easy to point the finger and wag our heads and say what is off with those people. But I wonder if we shouldn’t be grateful that we’ve been spared from doing something like that and acknowledge that if we were in the wrong place at the wrong time, that could be us. We could be caught doing the dumbest things we’ve ever done on video.

And if we think like that, maybe, just maybe, our world could be a little kinder, and generous, and gracious, even to those who are having the worst day of their life.


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You can survive this time

Sometimes authority is wrong. In America, it’s woefully wrong about the pandemic.

Everything is not ok. It’s not safe.

I’m not trying to be a fear-monger. I’m just telling you the truth.

I don’t want you to get sick. I don’t want you to spread this disease to your loved ones.

Look, our leaders are failing us. When leadership fails, we must lead ourselves.

When governments fail to use reason, data, wisdom, we must self-regulate.

We must stay informed and help, encourage, challenge, and bless each other.

I’m not saying this time is easy. No, it’s terrible. It kick-you-in-the-face challenging. It’s “unprecedented.”

We must use our minds, stay calm, and not rush into a world that no longer exists. It’s not safe.

But I have hope. I believe this will pass. It will be safe again. But it’s just not now.

In the meantime, practice caution, call friends and family, eat delicious food, read books, binge a show, learn a new skill, occupy your time with healthy, socially distanced activities.

And when you get through this, you’ll be stronger than ever.

Stay well, friends.

Love,

John


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Heal your wounds

The key to healing a wound is to move toward the pain.

You know the relational or financial or emotional problems that happen in life. They hurt us.

We’re wounded.

But if you don’t face the uncomfortable, even agonizing conversations you don’t want to have with your partner, friend, mother, it only makes the relationship harder, unhealthier.

Or if you don’t look at your finances as they are and really dig into them, that will only make your financial future grimmer, darker.

Maybe something in your past is haunting you. Some act you did or was done to you sits on your mind, heart, burdening you. And you want to ignore it, but it only weighs you down, like an anchor, drowning you.

The only way to heal is to move toward our fears, what pains us.

It’s like a cut.

My son runs around and often get scrapes and bleeds. When that happens, he knows the next thing we are going to do. We bring him into the bathroom and clean off the wound with soap and water. He screams, cries, hates it—all of it. But if we didn’t do that, he would only have bigger problems later, get an infection, or worse.

Likewise you need to push into the pain. Even after you grimace, maybe scream, you must press into the difficult conversation, make the terrible spreadsheet, talk to a therapist. You need to face the things that scare you.

And it will be like a surgeon taking a scalpel to an infection, cleansing you, healing you. It will keep you from greater pain.

It cuts, but it heals.

You’ll feel whole.


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You are not an imposter

You’re not an imposter; you’re just in-process.

You might be a father learning to parent, an employee who is progressing in your career, an entrepreneur hustling to survive, or a couple trying to forge a healthy marriage. That’s good; that’s great.

Life is a process.

Anytime you try something, do something, go somewhere, you’re not going to be an expert, specialist, authority, master.

And it’s easy to feel like you don’t belong, like you’re “faking it.” But you’re not.

For anyone to become a master, you have to be a beginner. You have to muddle through, practice, attempt, fail, then try again and improve.

You’re in-process.

There’s nothing more real than that.

Even experts still need to learn and feel like imposters, because we’re all continuing to learn, grow, and become.

See, to do anything, everyone is an “imposter.” Everyone is between a beginner and expert, student and teacher, birth and death.

And that’s a great place to be. That’s where the adventure is, learnings are found, discoveries are made—life is lived.

So just because you don’t know as much as you want to or feel out of your depth or lack clarity on the future, that doesn’t make you lesser.

It just means you’re on a great journey to better things.

The key is to keep moving forward.


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A better tomorrow is a choice

Your past isn’t you; and your future is always being made in the present.

You’re walking potential. You’re becoming. You’re changing, growing, evolving.

That is, if you choose to be.

You’re not simply who everyone thinks you are. You’re not stuck. You’re not just you.

Decide to make new relationships, form new habits, develop new practices, and amazing things will happen.

Sure, it’s not easy. It’s uncomfortable, challenging, difficult.

But it’s not impossible. It’s within reach. Stretch for it.

And if you do, there is one thing that surely won’t happen. And it’s this.

Regret.

The pandemic isn’t over

It’s a matter of life or death. What is? This: Who you’re listening to. Don’t listen to the stories, the ideological frameworks, the politics, businesses, even your own urges.

Everyone has their agenda; campaigners want to win campaigns; businesses want your money; government officials want to be voted back in office; you just want everything to feel ok. They, and you, are all biased and want something from you. Don’t heed them.

This week we had a school official reach out to us to get our child to come to a meet and greet at his new school, to meet his new teacher, which would be incredible—if it weren’t for the virus ravaging our world population. And the school official emailed repeatedly, asking us to come into the classroom with other kids. Yes, it would be a smallish group, but still indoors with others. We asked if we could do it out of doors. She said no.

We didn’t listen to her.

You shouldn’t listen to them either.

You should listen to the data.

And the data is speaking loudly. It’s saying this.

The virus is alive and well.

And it’s dangerous.


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This is the best way to succeed

Failure isn’t an event; it’s a state of mind. No one is truly a failure unless they give up.

I’m not talking about quitting because sometimes you need to quit in order to succeed. Not every venture is worth your time: Sometimes you try something and you find that it’s not working, so it’s good to quit.

To “give up” or failure means that you surrender to the difficulties of life and resign to the sense that “You can’t do it,” any of it—life.

But if you’re still trying and kicking, you aren’t that. You’re just in process.

The key now is to keep at it.

Did you know that Colonel Sanders (a real person) of Kentucky Fried Chicken, didn’t start his famous “finger lickin’ good” franchise until he was in his sixties?

Yeah—true story.

Before getting in the chicken business, he worked all kinds of jobs. And he was a piece of work, ornery and difficult to deal with. He was even fired for knocking out his co-workers.

But he never gave up. He kept going even though he was older, at an age when he should have been thinking about retirement. But he didn’t retire. He fought. Not just with his fists, but he carried on with his mind, gumption, capital, life.

If you keep on living, trying, fighting, you always have a chance of climbing, growing, succeeding.

Keep that in mind and put that into practice and you can’t help but succeed.


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Is normal worth the risk?

Quarantining, not hugging, being isolated, fighting the virus is exhausting. All of it. We want to get back to living, normal. But friends, we mustn’t rush.

Plunging into seeing people, going to the office, traveling, all of that, isn’t safe no matter what the politicians say, governments do, how those around you behave.

I’m seeing it around me: family, friends, neighbors, in Middle America, wanting life to resume in pre-pandemic style, wishing the virus away, hoping for the best.

At the end of this month my church will resume in-person services. They said they will have protocols to keep people safe.

I doubt it.

And I hope nothing happens; but the questions are How much risk do you want to take? and Is it worth it?

Seeing people is important, so is going to church in person, but is it worth risking your life when there is no treatment or vaccine?

There are things worth risking your life for, like saving another human, your loved ones, standing up for your principles, your faith, to love, serving your country.

But seeing your friends now, traveling for business, going to church when you can do all of that virtually isn’t worth risking the lives of your community, family, friends—your life.

The reality is that the virus is still here, alive—killing.

So, friends, please be patient. I want to run out and hug people, strangers even, but resist the urge to mingle, taking unnecessary risks.

Stay vigilant.

Be patient.

Lots of love, John


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