9. Putting it to bed

Robert Armstrong
3 min readMar 17, 2022

I’ll put this thing to bed as they say…

I did keep the brand going online for a few months by baking in a super small bakery located about an hour from Selma — just to keep the Amazon business going. I also started working with a bakery in TN that I thought could help me relaunch — as my plan was to pivot to direct-to-consumer online rather than traditional retail. Ultimately that fell thru as well for a number of reasons I won’t bore you with.

Honestly, during the next year I was able to see that my time was better spent in higher value areas — consulting helped me see that. To continue with the cookie business was “throwing good money at bad” …and it was a dream that needed to be put in my rearview, it just took me awhile to get there mentally.

As I look back at those years, I can’t believe all that happened and all that I learned. It was the hardest and most grueling experience I’ve had in my life so far — almost 10 years in total. It was also a “growing” period for me in a lot of areas of my life that I never expected….always a silver lining.

My grandmother’s life verse was Proverbs 3:5–6. When I graduated from high school she gave me a framed print of it — it still sits on my desk today almost 20 years later.

I also put it on the wall in the packaging facility in her honor but also as a reminder to me.

This may be weird for some of you to read, but from the beginning I felt like the Lord led me to start the business in 2009, BUT if I’m being honest the whole experience rocked my faith.

There were times in that journey when I felt like the verse was “hogwash” just to be frank, especially towards the end. “Trusting You got me here, huh?!”, I said so many times!

One day in particular after a few hours of crating the equipment I had spent years trying to acquire and set up I remember looking up at that scripture and it feeling so heavy…I ended up laying face down on the floor for about 15 minutes.

It was one of those moments I knew I needed to make a choice, and even though I didn’t believe it, I needed to say it, “I trust You.” That’s all I could get out as I felt so empty.

All of the above probably sounds over dramatic, but we all have those defining moments in our lives and this was certainly one of those for me — one that I’m still processing. In that verse the part, “lean not on your own understanding” was the part that was slapping me in the face.

I definitely didn’t understand …but at that point I didn’t have much of a choice but to trust HIM.

..and maybe that’s the point …maybe that’s the point of it all.

FINAL POST — NEXT: 10. Reasons it failed and what I’d do different

If you’re still here thanks for reading :)

If you’re interested in getting notified when I write something check out robertiv.com and follow me either on social or signup for my email list.

If you want to read them all now here are the links:

  1. The Beginning
  2. The Relaunch
  3. The Early Mishaps
  4. The Wandering
  5. The Facility
  6. The Progress
  7. The Growth
  8. The Crumbling (pun intended)
  9. Putting it to bed
  10. Reasons it failed and what I’d do different



Robert Armstrong

I like to build things. Founded @gmommasays . Grew it to 2000 stores & failed. Currently helping others not make the same mistakes.