What if getting sued by a billion-dollar competitor was the best thing that could happen to your business?

When Bennett Maxwell was hit with a lawsuit from cookie giant Crumbl, he didn't hide or play defense he turned it into rocket fuel for growth. In this fascinating conversation, Maxwell reveals how he turned a serious legal threat into a marketing opportunity that helped his cookie franchise company, Dirty Dough, explode from 60 to 290 locations in just six months. But this episode goes far beyond cookies and lawsuits. Maxwell shares profound insights about professional communication, time valuation, advisory board building, and maintaining perspective while scaling rapidly. His journey from door-to-door sales to running a fast-growing franchise empire while staying focused on mental health and what truly matters offers valuable lessons for any business leader navigating growth and adversity.

This Episode Covers:

How knocking on 10,000 doors taught Maxwell invaluable lessons about professional communication that he still uses to raise capital and close deals
His contrarian approach to getting high-profile advisors (including a $31B IPO veteran) by selling the vision and leveraging referrals
Why he believes every interaction is a sale and how to get better at identifying and solving problems through thoughtful questions
The counterintuitive advice from his advisor about taking investment money early to reduce stress, even if it means giving up equity
A systematic approach to calculating your hourly value to make better decisions about time allocation and outsourcing
His experience transitioning from solo entrepreneurship to building company culture at scale
Hard-won wisdom about balancing aggressive business growth with mental health and family priorities

Episode Highlights:

(00:00) Introduction to Bennett Maxwell – Damon introduces Bennett and his background in sales and entrepreneurship.

(02:00) Lessons from Knocking on Doors – Bennett shares how door-to-door sales shaped his communication skills and resilience.

(05:30) Valuing Time and Outsourcing – Bennett explains the importance of knowing your worth and focusing on high-impact activities.

(09:00) Founding Dirty Dough – Bennett recounts his journey from investing in a single cookie store to building a scalable franchise model.

(12:33) Building an Advisory Board – Bennett discusses how he recruited experts to guide Dirty Dough’s growth.

(17:00) Turning Lawsuits into Opportunities – Bennett reflects on how humor and transparency turned a legal battle into a marketing advantage.

(21:30) Mental Health and Business – Bennett shares his journey of prioritizing mental health and finding balance as an entrepreneur.

(33:18) Future of Dirty Dough – Bennett outlines the brand’s growth plans, including new product lines and innovations.

(42:00) Final Thoughts on Success – Bennett emphasizes the importance of setting authentic life goals and aligning actions with values.

About Bennett:

Bennett Maxwell is a serial entrepreneur who catapulted Dirty Dough Cookies from a single store to over 450 franchise locations in just two years before successfully selling the company to Craveworthy Brands. His entrepreneurial track record includes building and scaling businesses across multiple sectors, including pest control, satellite TV, security systems, and solar energy. Now serving as Director of Franchise Development at Craveworthy Brands, Bennett continues to shape the franchise industry while also hosting "Deeper Than the Dough," a podcast focused on entrepreneurship and mental health.

Resources Referenced:

BennettMaxwell.com

Bennett Maxwell on LinkedIn

Deeper Than the Dough Podcast

Steal Like an Artist: 10 Things Nobody Told You About Being Creative by Austin Kleon

Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not! by Robert T. Kiyosaki

Dirty Dough Cookies

Craveworthy Brands

Podcast Contact Information:

Website: www.learnit.com

Email: podcast@learnit.com

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