Cookie saga continues

Our cookies got to a couple of friends and they were good, not perfect, but still delicious. It was a huge relief.

See, in my last post I mentioned that we tried a new way of packaging our cookies and weren’t sure how they would turn out. We didn’t want to fail, and more importantly, we didn’t want to disappoint our friends.

Really, our goal is to delight people with cookies and make their days, weeks, maybe even months. We want to put out the best cookie possible, not just in taste but in ingredients and experience. But then, we ran into fulfillment and shipping and logistics.

And our decision to change packaging made our minds go someplace dark. We had these terrible visions of the cookies being uneatable, off, wrong, bad. And then thinking they were going to friends like that sent shivers through us.

But that didn’t happen, at least with these two.

One friend, Adriana, in Frisco, Texas showed them on Instagram and storied about them. She was so excited and generous with how she spoke about them. It was all in Spanish, so I didn’t know how generous she was. But with my limited understanding that was very rusty and buried in the recesses in my mind from my two years of high school Spanish classes, I parsed out that the outcome was good. Later, she told us in a private conversation that she appreciated them and thought they tasted great.

Another friend, Dan, who lives in Washington State close to Seattle recommended our baked wares on Facebook and said some similarly kind and generous words. And he also gave some warm private words and very helpful feedback.

And what they both said about the condition of the cookies made us happy; but, more than that, we were relieved. It was like a huge boulder of worry that was on our chests was lifted after we got their feedback that the cookies traveled ok.

Now, we continue to wait. There are still many packages out there. And the surge of the virus is causing shipping delays with USPS; so, there’s that.

Waiting is one of the hardest things about life. It’s shrouded in uncertainty. These days are full of that. The expectations, fears, hopes all lie before us. And many of them are already set with nothing for us to do. And isn’t that the hardest part—the surrendering? It feels like an eternity. But it must be had and endured and experienced to do anything in life, especially something of consequence. It’s the suspenseful closing of one chapter before turning to the next. So here we are, as we turn the page, taking a pause, before the truth is revealed.

Regardless, we surrender to the outcome with prayer and expectation as others receive their boxes.

And as much as there is some pain in the waiting, there is also hope.

Stay well, my friends.

One last thought, we are open to any and all feedback. If you have some seriously negative thoughts, please send them our way. Of course we love the positive stuff too, but don’t hold back on the hard words. We need them, too.

As always, with love,
John


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The good, the bad, the cookie

Yesterday we baked and shipped 240 cookies that same day. It’s the highest count so far in the short life of our little company, Clean Cookie Co.

With our kids crying and needing food, uncertainties around fulfillment, the clock ticking down, and the sheer mountain of cookies, nonetheless, we made it.

Don’t get me wrong, we were grateful for it—all of it—it just wasn’t easy. Actually it was incredibly challenging.

Our daily routine was halted. My wife started baking early, like 3am early. I didn’t do my usual work. Cookies was all we did. All we could do. It was all hands on dough. Even our six year old chipped in by feeding our baby. It was mayhem.

Then there were the non-cookie, cookie issues. We had to keep all of the orders straight. We hated the idea of missing anyone. So spreadsheets were made and cross checked. Formulas were even used. “Who had vegan and non-vegan cookies?…Are you sure?” was asked multiple times.

That was hard; this was harder: packaging. Previously, we had shipped to others on the coasts, west and east, and customers and friends said they were good. But we wanted it to be better. So we tried a new way we’ve never tried before. It took a lot more work and made the cookies uglier, but we thought it would improve freshness for their trek to all parts of the country.

(To anyone who ordered, please let us know your feedback. And if there was a problem, let us know so we can find a way to make it right.)

Most of the orders for this heap of cookies came from friends. And we wanted it to be right, special, loving.

To be real real, we have no idea if they will be. And it’s nerve racking, really.

That’s the thing about starting a business or doing anything outside of your comfort zone; sometimes it’s not comfortable, at all. In fact, it can be straight up uncomfortable.

So after a full day of cookie-ing, we wait.

We wait for the shipments to get to you. We wait for you to eat them. We wait for your feedback.

We’ve enjoyed serving you, finding solutions to problems we never imagined solving, making more cookies than we ever thought possible, and packaging them up to send throughout our nation, from our kitchen to your tables.

And our hope is that they taste like home to you.


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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 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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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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This Is One of the Smartest Things You Can Do

To get smarter you have to feel stupid, sometimes. You ask the obvious question, repeat something back, relearn something you think you should have already learned.

Sure, it can be embarrassing. But, to learn you have to be open to learning. And that means you’re not the master but the pupil, not the teacher but the student, not the expert but the amateur. But it’s worth it.

Your mind will bud, bloom, and flourish. And learning isn’t a flower that dies, it can blossom for a lifetime and can even leave an imprint on your friends, family, neighbors, strangers, and, even, future generations.

You see, the secret to getting smarter is forgetting about looking smarter, but loving knowledge so much that you don’t care about looking stupid to gain it.

That’s the smartest thing you can do.


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Be More Unrealistic

“Let’s be realistic,” is a dream killing phrase, and I hate it. Don’t be realistic. Be foolish.

Do that thing everyone says don’t do. Try that crazy idea that everyone says will fail. Go to that place everyone tells you not to go to.

Failure is better than regret. With the former you learn. With the latter you only wallow.

In a “realistic” world we wouldn’t have personal computers, iPhones, Google, the internet, beautiful art, music, all of the things created by innovators, artists, and those unrealistic dreamers that we all love so much.

In this world where everything seems like it’s going to fall apart at any moment, where it’s unsafe to go out—dream. Create a new world inside of your mind.

Dream big. Dream small. Whatever you do cast your thoughts into a pool of possibilities and wade in it, bathe, swim, play. Submerge yourself in it. Emerge baptized and new.

And when you arise, attempt that “unrealistic” thing you dreamt. Try it. Make it.

You’ll likely fail, but keep at it, learning with each failure.

And who knows you may fly, create the next big thing, realize your dreams.

But whatever happens, you can be sure of this.

You won’t be the same.

You’ll be better.

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Mistakes Are One of the Best Things You Can Make

One of the biggest mistakes you can make is making no mistake at all.

Learning new skills, trying new things, growth, solving problems all involve some sort of failing.

So don’t be afraid to make mistakes; be afraid of never making anything.

See, to create, to get better at a craft, you start by making crap. At first what you make will sound wrong, look bad, feel off.

But that doesn’t mean you’re a failure. No.

You’re just in process. And making mistakes is a part of that.

But as you proceed, you’ll get better, you’ll learn, you’ll progress.

And if you continue, you’ll find with each miss, occasionally you’ll hit the mark. Until one day you never fail to hit it.

Mistakes don’t make you a failure. They make you succeed.

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Experience we all need

“Experience” is just another word for making a lot of mistakes. Everyone prizes experience. So go get it. Try things. Break things. Do things. Don’t try to be perfect. Try to be effective. Contribute. Make things. Create value. And after a while. You can say that you’ve done this or that.

You’ll be experienced.

By Sarah Kilian on Unsplash

When unlearning is the greatest lesson

Unlearning is sometimes the best learning you can do. For often you limit the understanding of how high you can climb or how far you can go or how great you can become; but those thoughts are often untrue, wrong. Examine them. Dismantle those limiting notions, the dark stories from your childhood, those demeaning words someone spoke to you, that embarrassing thing that happened to you at school, those experiences that shaped you and taught you who you think you are. That—that’s what needs to be unlearned. You are more capable than you know. See yourself anew; and teach yourself to learn beyond what you’ve once thought you knew. Unlearn to learn your greatness.