Audio version now available.
I did the math in my head. If the sales revenue generated on the opening day of our fourth location remained even sort-of consistent, we would be good–finally over the hump to financial security. We started with one whole grain bread bakery in 2004, and four years later, we had added three locations, and I thought we had reached our goal. I remember where I was standing, on the stairs leading to our kitchen, when I was overcome by relief. A goal attained. At last. At long last.
But it didn’t last. I grew to resent those opening day looky-loos for getting my hopes up. Our fourth location settled into a revenue performance much like that of our other three bakeries. We would survive. But we were not going to thrive. So I looked for a new path to achieve our goal of financial security. I adjusted the product lines, trimmed down our workforce, promoted seasonal specials, changed our operating hours, partnered with other organizations, donated tons of bread in the community. I even ate nothing but whole grain bread for a whole month, and lost weight, to debunk the gluten-free frenzy. And I did it all in pursuit of a goal.
