"Deeper Than Dough" is a podcast hosted by Bennett Maxwell, the founder of Dirty Dough Cookies and an advocate for mental health and entrepreneurship.
The podcast explores themes of self-discovery, fulfillment, and personal growth beyond material success.
Through discussions with various guests, the show delves into how real joy and fulfillment can be achieved in both business and personal life.
The podcast aims to inspire listeners and entrepreneurs with stories, insights, and practical advice on finding deeper meaning in their daily activities and overall life trajectory.
What if building your dream business… costs more than just your time?
In this episode of Deeper Than Dough, I sit down with John Sampogna, seasoned entrepreneur, investor, and CEO, to unpack what it really takes to scale a company from two people to a 100+ powerhouse.
John co-founded Wondersauce, grew it into one of the fastest-growing companies in America, landed Fortune 500 clients like Nike, Grubhub, and L’Oréal, and led it to acquisition by Project Worldwide.
But behind the headlines? There were decisions that weighed heavy. Identity shifts. Emotional costs. And a constant dance between business ambition and personal fulfillment.
Now, John leads a team of 100+ creatives and shares what he's learned from the inside out.
We dive into the real stories behind the scaling:
🔥 Why scaling doesn’t have to mean burning out
🔥 The underestimated cost of ignoring your mental balance sheet
🔥 How to hire with passion and longevity in mind
🔥 Why money matters but it’s never the whole picture
🔥 What happens after your company gets acquired
Whether you’re a startup founder, a creative leader, or someone trying to build something meaningful without losing yourself in the process, this one’s for you.
You don’t just need better systems. You need better clarity on why you’re building in the first place.
Connect with John Sampogna
LinkedIn: linkedin.com/in/johnsampogna/ (https://www.linkedin.com/in/johnsampogna/)
linkedin.com/company/wondersauce/ (https://www.linkedin.com/company/wondersauce/)
Website: https://www.wondersauce.com/ (https://www.wondersauce.com/)
Connect with Bennett
Instagram: @bennettmaxwell35
LinkedIn: linkedin.com/in/bennett-maxwell-703717126/ (http://linkedin.com/in/bennett-maxwell-703717126/)
Subscribe to Deeper Than Dough
Apple Podcasts: https://shorturl.at/bjozA (https://shorturl.at/bjozA)
Spotify: https://shorturl.at/klE37 (https://shorturl.at/klE37)
🎧 New episodes drop weekly, hit like & subscribe so you never miss a download that actually makes you think.
24 Jul 2025TRANSCRIPT
121: EP 121: Deeper Than Dough - Bill Foss
What if the biggest thing holding you back… is who you think you are?
In this episode of Deeper Than Dough, I sit down with Bill Foss, identity coach and founder of SHIFT I.O.S. a system designed to help high-achieving entrepreneurs install the identity that makes success inevitable.
Bill built the dream: the #1 brokerage across 23 cities, national franchise awards, and rapid growth. But behind the scenes? Burnout. Imposter syndrome. A fractured personal life.
Eventually, he walked away. Not from success, but from a version of himself that wasn’t aligned.
Now, Bill coaches leaders to upgrade their internal operating system so their outer results finally reflect the life they actually want.
We dive into the core shifts that make this possible:
🔥 Why success can’t outrun your identity
🔥 How scripting your day changes who you become
🔥 The illusion of “self” and how to quiet the mind
🔥 Why burnout is a signal, not a sentence
🔥 How visualization, values, and clarity transform performance
Whether you're building a business, scaling your sales, or just trying to stop self-sabotaging, this episode is a deep reset. You don’t need a new strategy. You need a new identity.
Connect with Bill Foss
LinkedIn: https://www.linkedin.com/in/billfossjr/ (https://www.linkedin.com/in/billfossjr/)
Connect with Bennett
Instagram: @bennettmaxwell35
LinkedIn: linkedin.com/in/bennett-maxwell-703717126/ (http://linkedin.com/in/bennett-maxwell-703717126/)
Subscribe to Deeper Than Dough
Apple Podcasts: https://shorturl.at/bjozA (https://shorturl.at/bjozA)
Spotify: https://shorturl.at/klE37 (https://shorturl.at/klE37)
🎧 New episodes drop weekly, hit like & subscribe so you never miss a download that actually makes you think.
16 Jul 2025TRANSCRIPT
120: EP 120: Deeper Than Dough - Brigham Dallas
What happens when you blend bold vision, smart systems, and a mission to democratize beauty?
In this episode, I sit down with Brigham Dallas, Founder & CEO of Hello Sugar and Hello Skin, who’s on a mission to reshape the beauty franchise landscape, one door at a time. With 150 open locations, recognition as one of Entrepreneur Magazine’s Top 8 Emerging Brands, and a business model that builds 8 new units every month, Brigham is showing what’s possible when innovation meets execution.
We explore how Hello Sugar is making franchising low-risk, tech-powered, and wildly scalable, with franchisees launching in small suites, leveraging automated AI and marketing systems, and growing into full-fledged flagship locations. Plus, we get into the launch of Hello Skin, the brand's sister concept focused on facial longevity and making advanced skincare affordable for everyone.
We talk about:
🔥 How Hello Sugar is scaling fast, with solid economics and deep support
🔥 Why franchisees are thriving with no beauty background
🔥 The tech and AI systems behind their explosive growth
🔥 How the freemium model drives loyalty and recurring revenue
🔥 Why Hello Skin is the next big wave in democratized beauty
Whether you’re a franchise hopeful, investor, or simply obsessed with what’s next in beauty and wellness, this episode will open your eyes to the power of systems, strategy, and serving well.
Connect with Brigham Dallas
Website: https://franchise.hellosugar.salon (https://franchise.hellosugar.salon)
Connect with Bennett
Instagram: @bennettmaxwell35
LinkedIn: linkedin.com/in/bennett-maxwell-703717126/ (http://linkedin.com/in/bennett-maxwell-703717126/)
Subscribe to Deeper Than Dough
Apple Podcasts: https://shorturl.at/bjozA (https://shorturl.at/bjozA)
Spotify: https://shorturl.at/klE37 (https://shorturl.at/klE37)
Don’t forget to like and subscribe so you never miss a weekly episode!
Inside a recent episode
122: EP 122: Deeper Than Dough - John Sampogna
Published 30 Jul 2025 · Transcript excerpt
[…] And I'm spending like three hours, just like, on blogs, reading, I'm tinkering with things, I'm watching videos. That's just like a Saturday. I'm not like working. But like, I feel like people constitute that type of stuff as work. But I don't. If I'm like right now setting up a DPP or something like that, and messing around with AI to try and keep myself smart and grow my knowledge there, and someone pings me, and they're like, hey, can you jump on a call? I'm like, yeah, sure, I'm just messing around. I don't consider that actually work. So I think that like, if you find something that you find yourself in your spare time on, you know, in the evening when you're watching TV and you're on your phone, if you're like reading stuff that has to do with your job, you're on the right track. […]
Pod Engine is an independent podcast discovery and analytics service and is not affiliated with or endorsed by this podcast. Artwork and show content belong to their owners. Full legal notice.
Explore this show Podcast research with Pod Engine
