The Empire Builders Podcast

By: Stephen Semple and David Young
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  • Summary

  • Reverse engineering the success of established business empires.
    The Empire Builders Podcast
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Economics Leadership Management Marketing
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Episodes
  • #184: Dirty Dough (Part 1) – A Chairman’s Story

    #184: Dirty Dough (Part 1) – A Chairman’s Story
    Dec 20 2024
    Bennett Maxwell understood that to run a successful company he needed to know the business and be the least important person in it. Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us. But we're highlighting ads we've written and produced for our clients. So here's one of those. [Waukee Feet Ad] Stephen Semple: Hey, it's Stephen Semple here, and we've given Dave another break. Dave Young has been getting lots of breaks lately. But he's a hard-working guy, so it's good that we can give him a week off. And I'm really excited. I have with me Bennett Maxwell, who's the CEO of Dirty Dough. And I'm going to let him explain what Dirty Dough is. And in fact, I'm even going to let him explain what a CEO is, because we were talking earlier about whatever the heck that is. Bennett Maxwell: You can write it chairman over CEO, because we'll probably get it in the story that I have a CEO, which is why I don't know what the hell a chairman is because I'm like, it's the title you get when you have a CEO and they're like, get out of my way. Here's a title. Stephen Semple: Even better. Even better. Right out of the gate, I made a mistake. But it's not about the titles, it's about what you've built. And it's pretty cool what you guys have built and how you found yourself in the food business. Because one of the things that is remarkable about so many of the stories that I've come across for the Empire Builders Podcast is how many of the businesses have been started by people who are not from the industry. And you're the same. You're not from the food business. So tell us a little bit about the beginning, and then how you ended up stumbling into Dirty Dough. Bennett Maxwell: Yes. The beginning of me or the beginning of Dirty Dough? Stephen Semple: Beginning of you. To me, that was really interesting. Bennett Maxwell: Okay. Beginning of me. Raised in Utah, one of nine kids, to a single mom. And there was seven boys. So me and my brothers were always hustling to make some money, selling everything from lawn aeration door to door, to discount cards for the schools, to shaved dice. My first real job, I would say, was Cutco, which is all sales as well. Learned a ton of good referrals or referral based sales from that. I served a two-year Mormon mission in Tijuana, Mexico. Stephen Semple: Because Cutco, they do door to door knives, right? Bennett Maxwell: Not door to door, or at least not how I was trained. It's sit down with your close friends and family, tell them that you make $15 an hour presentation or commission, whichever one's higher. But they don't need to buy anything. And just go get practice. And then at the end of the presentation, you say, "Okay, Stephen, whether you bought or not, who are 10 people that would be willing to listen to our presentation?" And you're like, "Oh, yeah, I could think of them." Like, "No, I need you to think of them right now. And now I need you to call them." So that was a really good practice of ask for referrals, and unapologetically ask for referrals. Really good. And I think that's led to a lot of success with Dirty Dough, which we might get into. But a two-year Mormon mission. And then I did a lot of door to door sales, pest control, satellite, direct TV led me to do solar. Started a solar company, and then that kind of led me into the Dirty Dough side, which, going from solar to cookies is a little bit of a stretch. Stephen Semple: Now, if I remember correctly, when we were talking, you had built the solar business up to a stage where you were able to sell that business and exit out of that business.
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    20 mins
  • #183: Talking A.I. – Terminator or Jetsons

    #183: Talking A.I. – Terminator or Jetsons
    Dec 11 2024
    Stephen talks about how embracing AI is the best way for the world to head into the future. It will be brighter and more creative.
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    15 mins
  • #182: Twitter – Not “X”

    #182: Twitter – Not “X”
    Dec 4 2024
    Dave Young: Welcome to the Empire Builders podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Semple is a marketing consultant, story collector, and storyteller. I'm Stephen's sidekick and business partner Dave Young. Before we get into today's episode, a word from our sponsor, which is... Well, it's us, but we're highlighting ads we've written and produced for our clients, so here's one of those. [Out Of This World Plumbing Ad] Dave Young: Welcome back to the Empire Builders podcast. Dave Young here along with Stephen Semple. And as we record this, it is the morning. Stephen Semple: You're not excited on this one! Dave Young: Dude, come on. Come on. It's the morning of November 4th. Stephen Semple: And what happens tomorrow? Dave Young: Tomorrow we have a little election in the United States. The topic that Stephen whispered into my ear just as we started was Twitter. Let's talk about Twitter. Stephen Semple: Twitter. Dave Young: And I go to Elon Musk. I'm like, oh God. So please, let's do talk about Twitter and let's talk about their origins and not their demise. Stephen Semple: See, I thought you would be more excited. Because the real driver behind Twitter is a guy by the name of Evan Williams, and he grew up in Nebraska. Dave Young: Did he really? Stephen Semple: Yes! You didn't know about that. Dave Young: I thought he was a New York City guy. Because he started it with... It was like an emergency alert thing. Stephen Semple: Well, that's one of the things that kicked it in the high gear. But no, he grew up in a farm in Nebraska. Dave Young: Where? What town? Stephen Semple: Oh God, of course you're going to ask me that. I don't know what town. Dave Young: Because I know people everywhere. Stephen Semple: I automatically assume that you would know this part. Dave Young: I didn't know that. Every Nebraskan knows someone who knows every other Nebraskan. That's just like, it's a third degree of separation. Stephen Semple: But I figured in a place like Nebraska, everyone would know where this dude was from because of how big Twitter is. Dave Young: No, I don't. Please do tell. Stephen Semple: Okay. So the primary driver was Evan Williams, but also Jack Dorsey and Noah Glass and Stone played very, very big roles in the starting of Twitter. But Evan grew up, as I said on a farm in Nebraska, and he wasn't into sports, but he always knew he kind of wanted to do a business. And because of that, he read a lot of business books. And in particular, he read some marketing books, and he decided he wanted to learn more as he read a book by pretty famous marketing guy named Gary Halbert. And he said, "You know what? I want to learn more." So he literally drove to Key West Florida and basically walked into Gary's office and said, "I want a job working for you." Dave Young: I'm telling you, that's a bit of a drive from Nebraska. Stephen Semple: Yeah, it is. It is. So here's this farm boy from Nebraska showing up at Gary Halbert's office. And Gary basically gave him a writing assignment, said, "Fine, here, do this writing assignment. See how you do." And it was so good, Gary actually thought he had someone write it for him. He's like, no, no, no. Dave Young: This is before AI. Stephen Semple: Yeah, exactly. Actually, if it was written by AI, he wouldn't have accepted it. But anyway, that's a whole different issue. So Gary hires him, and he works there for about seven months. Learns a whole bunch of stuff and returns to Nebraska. And he returns Nebraska, it's the early nineties, and he decides he wants to start a website business. So he's trying to sell websites to local businesses. Now, at this point, he's in Lincoln, Nebraska. I don't know whether that's where he's from,
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    23 mins

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