GREAT 198 IDEA: Wally Amos—Reinvent Yourself

On March 10, 1975, at a storefront located at 7181 Sunset Boulevard in Hollywood, Wally Amos, showbiz talent manager, became Famous Amos, the “Cookie Man.”

Using his Aunt Della's chocolate chip cookie recipe, Amos began baking and selling deluxe cookies for the unheard-of price of $3 a pound. Celebrities and locals alike lined up to buy Famous Amos cookies. Sales skyrocketed. Media attention drove sales as he increased production to keep up with demand.

But the initial success wasn't enough to keep the company in Amos's hands. Looking back, Amos sees clearly why, 10 years later, he lost control of the company.

“I was irresponsible about the management,” he said. “I really wasn't focused on the core business. I was doing audiocassette tapes, television shows, and I was focused on getting into a movie,” he admitted.

After four management changes between 1985 and 1988, his original cookie venture was eventually acquired by an investor-backed conglomerate. The Famous Amos brand is still around. In fact, the hunky, romantic lead in Burlesque, starring Cher and Christina Aguilera, holds a box of Famous Amos cookies in front of his private parts during a funny seduction scene.

After Amos sold the company, the new owners filed suit to keep him out of the cookie business. He fought back in court, eventually winning the right to use his name for other ventures, including a line of dolls named “Chip” and “Cookie.” In 1993, he started Uncle No Name's bakery.

Amos and his partner, Lou Avignone, now bake “Uncle Wally's” muffins. The company, based in Shirley, New York, sells small-portioned, fat-free and sugar-free muffins.

“Now, I'm the muffin man,” Amos told me. “I didn't plan it. Circumstances created it. And you have to go with what works. … I believe if you have an idea and focus on achieving your goal, your whole energy is focused on doing it, and ideas just come to you.”

He told me his management team runs the business while he focuses on marketing and promotion.

“You never know what the hell is going to happen. Life is unpredictable, yet we spend much of our time trying to predict it. I have no regrets. I'm still feeling good. And, for Uncle Wally's, the future looks fantastic.”