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201 GREAT IDEAS for Your SMALL BUSINESS, Third Edition by Jane Applegate

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GREAT 198 IDEA: Wally Amos—Reinvent Yourself

On March 10, 1975, at a storefront located at 7181 Sunset Boulevard in Hollywood, Wally Amos, showbiz talent manager, became Famous Amos, the “Cookie Man.”

Using his Aunt Della's chocolate chip cookie recipe, Amos began baking and selling deluxe cookies for the unheard-of price of $3 a pound. Celebrities and locals alike lined up to buy Famous Amos cookies. Sales skyrocketed. Media attention drove sales as he increased production to keep up with demand.

But the initial success wasn't enough to keep the company in Amos's hands. Looking back, Amos sees clearly why, 10 years later, he lost control of the company.

“I was irresponsible about the management,” he said. “I really wasn't focused on the core ...

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