How I Built This with Guy Raz Insomnia Cookies: Seth Berkowitz
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Aug 26, 2024 
Seth Berkowitz, the founder and CEO of Insomnia Cookies, shares his journey from a college student delivering cookies to a $350 million cookie empire. He discusses the challenges of scaling his business while still in school, including funding struggles and navigating early financial crises. Berkowitz emphasizes the importance of resilience and innovative strategies that allowed him to thrive, even during tough times like the COVID-19 pandemic. Plus, he reflects on the joy of satisfying late-night cravings and building a loyal customer community.
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Late-Night Cravings
- Seth Berkowitz, frustrated by limited late-night delivery options, craved warm cookies.
- This led him to bake and deliver cookies to students at the University of Pennsylvania.
Humble Beginnings
- Initially, Seth used a simple setup: a cell phone, car, and notebook.
- He advertised by posting flyers around campus and offering cookies on the main thoroughfare.
Overnight Success
- A Daily Pennsylvanian article featuring Seth and Insomnia Cookies significantly boosted orders.
- Seth struggled to fulfill the sudden surge, resorting to unsafe practices like taking orders while driving.