THE STORY

Michel and Augustin became friends in school. Michel flew to the Big Apple to be a “suit” in a big firm, while Augustin stayed in France and changed jobs 5 times in 6 years.

In 2003, Augustin was ready for another career change. He enrolled in a patisserie night class in Paris. Just like that, he became a certified baker and decided to launch a guide to the best boulangeries in Paris.

Michel, pumped about Augustin’s latest venture, quit his consultancy job to join his buddy. Together, they explored every corner of Paris and its 1,263 bakeries, tasting 1,432 baguettes and 432 pains au chocolat!

The guide sold 12,000 copies. But more importantly, their adventure in bread and sugar gave them an idea. Sweet goods were full of unknown ingredients with labels impossible to decrypt. Why not create biscuits as simple and transparent as they are delicious?

Out came the mixing bowls in Augustin’s apartment, and after tasting over 300 recipes, the little round butter cookie was born! They dragged a trolley across the 18th arrondissement, selling door to door. Without a million-euro marketing budget, how on earth could they make noise in a market dominated by Danone and Nestlé?

Unique branding, clever and bold street marketing and an openness with consumers was all it took. A piece of cake… or cookie.

Today their sweets and premium yogurt drinks are sold in four corners of the world and bring in 30 million euros annually.

Michel & Augustin.

THE TIP OF THE CURVE

Good things happen to those who taste some 300 recipes and 1,432 baguettes. While we all know that practice makes perfect, it’s hard to have the self-discipline to practice every.single.time until we get there. The goal attainment curve is steep, so remember that slow progress is still progress, and an action performed consistently accumulates momentum in the long run.

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© Story by Tarek Issa.

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