All Things Negotiation Joel Clark: Turning Kodiak Cakes into a household name
May 13, 2025
Joel Clark, CEO of Kodiak Cakes, shares his inspiring journey from a childhood idea to leading a successful whole grain pancake brand. He discusses the power of trust and transparency in negotiations, particularly with suppliers and retailers. Joel reflects on the challenges of balancing a job while nurturing a growing business and the importance of consumer feedback in shaping brand integrity. The conversation also touches on the complexities of family dynamics in business and how strong partnerships can overcome hurdles.
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Early Homemade Pancake Sales
- Joel Clark and his family started Kodiak Cakes by selling his mom's homemade whole grain pancake mix in neighborhood brown paper bags.
- Joel personally sold the mix as an eight-year-old with simple handwritten instructions on the bag.
Vulnerability Builds Negotiation Trust
- Be vulnerable and honest about your experience when negotiating to build empathy and trust.
- Solve deal challenges creatively by proposing alternatives like marketing contributions for slotting fees.
Building Connections and Trust
- Connect genuinely with people by showing interest and respect even if different from you.
- Use persistence and reliability to build trust over time, especially when personalities clash.