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Fields noted that her recipe for success was a mix of four Ps and a Q – drawn from her mom’s insistence that Fields “watch her Ps and Qs” in business. The Ps and Qs that Fields selected are passion, perfection, perseverance, and people, which combined all lead to quality. Her emphasis was always on connection – both personal between employees and customers, as well as among employees, and in combination with technology to simplify sharing data and best practices. “When people have information they want to do better,” she said.

Fields also shared her three-part secret recipe for hiring, a process that helped her find passionate people who would treat customers well and help grow the business. First, she would interview them to determine whether they had a love for chocolaty, buttery cookies (surprisingly, some people don’t…). She knew that employees would be better sellers and deliver better service if they passionately love the product. Second, she had applicants offer product samples outside the store, to see if they could encourage prospective customers to try the cookies then come in to buy them, which showed their potential to help grow the business. And third, she asked them sing Happy Birthday to her. The idea was that if they would belt out the song at her request, they would be more likely to be responsive to customers’ requests.

The right staff was a must, because Fields knew that her business wasn’t about a tasty mix of butter, flour, and chocolate, it was about “creating an experience that touches customers’ hearts,” she said. Empowered, engaged employees are integral to creating that type of experience, she said.

“I don’t sell cookies,” Fields said. “I sell pleasure and happiness in the form of a cookie.”