Dream First, Details Later
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As a 24-year-old line cook, Ellen Marie Bennett couldn't stand the kitchen staff’s poorly designed, cheaply made aprons. So when her head chef announced he was ordering a new batch, she blurted out, “Chef, I have an apron company”—even though she had no company, no business plan—just a glimmer of a design idea and a business license. Through hustle and a willingness to leap into the unknown, time and time again, she built that first order into a multi-million-dollar company called Hedley & Bennett, making aprons and kitchen gear worn by many of the world’s best chefs and home cooks everywhere.
Dream First, Details Later shares Ellen's journey and her forged-in-the-fire personal playbook for starting before you stop yourself. If you've ever imagined doing something and immediately thought, "that's impossible," or "I wouldn't even know where to start," or "I'm not qualified to do that," in these pages, you'll learn how to shove aside your inner worrier and launch into action. This honest and bold illustrated book will be like having Ellen—your personal hype woman—there with you, all the while yelling, "Don't stop! You got this!" She'll share hard-won advice on:
• Squashing doubts and reservations about venturing outside your comfort zone. (These doubts masquerade as rational, but they’re more likely coming from a place of fear.)
• Saying screw it to the perfect plan and using creative problem-solving—and heart and guts—to conquer the shit storms as they come.
• Eventually transitioning from the "flying by the seat of your pants" stage to the "well-oiled machine" stage.
You don't need to have all the answers to make your dream a reality. You just need to start before you're ready.
The Apron Squad
From our earliest days befriending chefs at farmer’s markets in LA, we’ve built an incredible community of some of the most creative and hard working people out there: World famous chefs & home cooks. Bakers & pitmasters. Little kids & Grandmas & Grandpas.
We’re all united by our love cooking, love of creating, and that boldness to suit up, show up, get our hands dirty, and never stop trying.
This is our #apronsquad. We hope you’ll join us.