When walking through an airport or shopping mall the aroma hits me before I even see the store. If happiness had a scent I suspect it would smell like Auntie Anne’s soft pretzels. From the first whiff my knees go weak and my brain tells me that I will never know joy again if I pass up this salted, buttery, baked goodness. They are so good that I fully expect St. Peter hands them out at the Pearly Gates.
While I’ve long loved Auntie Anne’s, I never knew the inspiring story of it’s founder. Anne Beiler, a former “black-car Amish” tells Fortune Magazine how virtue and trust helped her become a successful entrepreneur. (She expanded her baked good empire with a loan from a Mennonite chicken farmer who “loved what we wanted to do, and he gave us $1.5 million on a handshake.”)
Beiler says Auntie Anne’s is a modern-day business miracle that never should have happened.
I had no formal education, capital, or business plan. But we practiced what I call the three small P’s. We started with a purpose — counseling and helping people. We had a product that supported our purpose. Then we got the people to do it. The three small P’s, in that order, result in the big P — profit. If you stay true to your values and purpose, you will get to profit.
Here’s her advice for running a business: