Five years ago, I tried making doughnuts. Big dreams, golden, pillowy, perfect… and total disaster. The texture was off, the taste wasn’t right, and nobody seemed to care. I could have forced it. I could have pushed harder. But sometimes, you step back. You regroup. You wait for the right moment. So I removed them from the menu and kept baking other things.

Fast forward five years, and doughnuts are back. And this time? They’re winning hearts.

1. Fail Fast, Learn Faster

Those first doughnuts? Brutal. Cracks, soggy centers, flat flavor. But every fail was a lesson. Every mistake taught me something about timing, ingredients, and what people really want. In business—and in baking—you don’t succeed by avoiding failure. You succeed by learning from it.

2. Comeback Mode: ON

Recently, at a collab for Infiniti Connects, I decided to bring doughnuts back. I didn’t just tweak recipes—I rebuilt them. Flavors, textures, presentation—I went all in. And I wasn’t doing it to test the waters. I was doing it to dominate them.

3. Crushing It With Customers

The reaction? Incredible. People loved them. Light, flavorful, perfectly baked. Seeing them enjoy something I had once almost given up on felt electric. That’s the moment you realize: persistence pays off, timing matters, and a good product speaks louder than hype.

4. A Doughnut With a Story

These doughnuts aren’t just food—they’re proof. Proof that patience, persistence, and pushing through failure pays off. Proof that a setback isn’t the end, it’s prep for your comeback. And now, they’re not just back—they’re a bestseller.

Conclusion:
Five years later, what was once a failed experiment is now a favorite. Doughnuts came, left, and returned stronger. The lesson? Don’t quit. Fail. Learn. Come back smarter. And crush it when the moment is right.