EP 82: Winning the Cookie Wars: Bennett Maxwell’s Playbook for Growth and Resilience

from The Conscious Entrepreneur | Leadership, Self-Awareness & Mindset

by Alex Raymond

Published: Mon Mar 31 2025

Show Notes

Surviving a lawsuit, scaling a franchise, and losing 125 pounds all pointed Bennett Maxwell toward one surprising realization: his nervous system had more influence than he ever imagined.

Bennett joins Alex Raymond to talk through the chaos and clarity that came with building Dirty Dough. When Crumble, a billion-dollar competitor, sued him over sprinkles and box shapes, he could have folded. Instead, he went bold. His response—cheeky billboards and viral content—caught fire and helped fuel the sale of 450 franchises in just two years.

But what happens after the adrenaline fades? What if growth brings a whole new kind of pressure? Bennett shares how success forced him to confront his health, his identity, and his relationship to stress. He talks about selling his first company, hitting his financial goal, and realizing he still felt miserable. That moment led to a full-body reset from gastric sleeve surgery to daily meditation to red-light therapy and vagus nerve stimulation. He even carved out half his workweek to focus on his mental and physical state.

This episode raises a bigger question: can you really lead well if your nervous system is fried? Bennett’s story is a reminder that personal growth and business growth aren’t separate, and that sometimes the most strategic move is stepping back.

Episode Breakdown:

Introduction

Mental Resilience and the Power of Detachment

Franchising Dirty Dough

The Cookie Wars with Crumble

Handling Stress During the Lawsuit

Decision-Making and Personal Mission Statement

Raising Capital During the Lawsuit

Importance of Surrounding Yourself with the Right People

Consciousness and Physical Health

Focusing on the Nervous System

Using Tools to Optimize Mental Health