In today’s episode of FranchiseU!, Kathy sits down with Bennett Maxwell from Dirty Dough Cookies. Maxwell’s stories about the founding of Dirty Dough Cookies are full of examples the opportunities that present themselves when you ‘Zig’ rather than ‘Zag’. From when he chose to buy the business to when he chose to buy billboards, you can learn from him. With his many accomplishments, make sure to listen to the end to hear what makes him the most proud.

An experienced salesman, Bennett Maxwell has been making use of this skill since his days of selling candy bars in elementary school. Sharing his sales and business expertise, Maxwell is a member of the Forbes Business Council and Apex Executives. He’s also traded in his elementary school candy bar business for something slightly bigger — Maxwell is currently lowering business barriers and raising mental health awareness through his cookie-selling franchise, Dirty Dough. He stands for authenticity and self acceptance, encouraging others to come as they are. You might even say that from a business perspective, He is one tough cookie.