Illustration by Adam Fitzcharles
The story of Wally Amos reads like a cinematic tribute to the power of the American entrepreneurial spirit and, at 74 years old, his optimism only seems to be gaining steam. A native of Florida and a veteran of the U.S. Air Force, Amos served as a pioneering force in the entertainment business decades ago as an agent for the William Morris Talent Agency guiding the careers of music legends such as The Supremes, Simon & Garfunkle and Marvin Gaye. Then in 1975 Amos came up with the idea of harnessing his connections and dynamic resourcefulness into his own cookie business, a brand that is now known worldwide as Famous Amos Chocolate Chip Cookies. After years of high profile success, Amos moved on and the brand eventually joined the Kellogg Company.
A side effect of Amos’ business leadership has been his outreach work in the field of literacy, serving as the National Spokesperson for the Literacy Volunteers of America from 1979 to 2002, a role that made him a regular fixture on American public television, and a cause he continues to champion. Today, Amos heads a new venture called Chip & Cookie with retail locations in Oahu, in the Royal Hawaiian Center in Waikiki and Kailua Town, Hawaii and plans to open up shop here in Japan sometime in 2011.
01 | JOURNAL: How visible/transparent are you to your professional peers?
Amos: My life is an open book. In face I’ve written nine books that all, in various ways, offer insight into my life. I don’t think one can ever be too transparent.
02 | JOURNAL: What was your most recent, big mistake?
Amos: I don’t believe that mistakes are bad. A mistake means you just missed the mark. For example, a recording artist typically records hundreds of takes. Afterward everyone comes in and listens collectively. Through this process the best take is usually revealed. In life, every experience is a learning experience an each one gets you closer to the result you desire.
03 | JOURNAL: What percentage of decisions do you base more on logic than emotion?
Amos: I base decisions on experience and my spiritual understanding. Logic without experience and a spiritual awareness is not very valuable.
04 | JOURNAL: When you travel abroad (outside of the U.S.) what is the most frequent, yet surprising response to your work?
Amos: I just had a great experience visiting Malaysia after a long absence. There are over 60 Famous Amos stores there. I am probably more famous there than in America. Basically, I’m just amazed that people still remember me in so many different international markets.
05 | JOURNAL: What are your top three strengths?
Amos: Enthusiasm. Strong faith. And…I’m at at a point in my life where I know what I “don’t know,” which is humbling. I know that I don’t always know the answers, so that keeps me open to receiving answers from everywhere.
06 | JOURNAL: How do you take personal responsibility when you get things wrong?
Amos: I own up to it. I lost Famous Amos years ago and I don’t blame anyone else for it.
07 | JOURNAL: If you were stripped of your current professional position, do you think your ideas and approach would still resonate with those you interact with?
Amos: Yes. I believe this because my ideas come from God, and my ideas are based on a spiritual understanding.
