Seth's wife runs a bakery in 700 stores
Seth Godin's wife runs one of the largest gluten-free bakeries in America, stocked in 700 stores including Whole Foods and Sprouts — yet she doesn't bake.
Snapshot · The Mel Robbins Podcast
How to Get More Out of Life: Make More Money & Build Something That Matters with Seth Godin
Explore episode
Jul 11, 2026
Where this was said
The Granola Business Trap: What You're Really Signing Up For
At 16:16 · chapter starts 15:00
Mel raises the classic passion-business scenario: a friend who makes beloved granola and is thinking about heading to the farmer's market. Seth's answer is a compassionate gut-punch: to be in the granola business almost certainly means never making granola again. The business is actually logistics, supply chain, customer service, marketing, and management of people — and the number of times you'll be in the kitchen inventing new recipes is close to zero. He grounds this in personal experience by revealing that his wife runs By the Way Bakery — in 700 stores nationwide, with more than 80 employees and four New York retail outlets — and she doesn't bake. Seth and Mel then take a crucial pivot: this is not an argument against following a creative passion. Mel makes space for the profound value of simply starting, of watching yourself push through resistance and build something, even if it never becomes a real business. The distinction Seth draws is between doing something for the joy and identity of it versus scaling it into something that must serve customers before it serves you. [1] — Seth Godin "Seth's wife runs a bakery in 700 stores: Seth Godin's wife runs one of the largest gluten-free bakeries in America, stocked in 700 stores i…" 16:16
Starting the Granola Business? You Won't Be Making Granola
Most people who dream of turning a recipe into a business think they'll spend their days in the kitchen. They won't. The granola business is actually logistics, marketing, supply chain, and HR. Seth's wife runs one of the largest gluten-free bakeries in America — she doesn't bake. Know what you're actually signing up for.
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