American Consequences - September 2017

How a part-owner of the Atlanta Hawks turned one lesson into 25 years of hitting success after success

DIFFERENT

THE INNOVATION OF A BROWNIE

Music or brownies... it was a coin flip for American University senior Jesse Itzler’s plans for after graduation. His friend’s aunt would send them delicious

When his advertising professor assigned a project to create a fictitious brand, Jesse decided he was going to use it as a test... a chance to research and develop Aunt Franny’s Brownies. One beautiful spring morning weeks later, Jesse walked across campus to his advertising class. It was presentation day and he was unprepared. But only five students, pulled at

treats every month. They were the best. He believed she was using some kind of magical ingredient because they made everyone happy – really happy. Who can’t build a business model from that?

20 | September 2017

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