Evan Dash -Author of “A Dash of Good: How to Turn a Business Based on Values into a Valuable Business”

How to Turn a Business Based on Values into a Valuable Empire: Lessons from Evan Dash

Mike interviews Evan Dash.

On this episode of Million Dollar Stories, We had the absolute pleasure of talking with Evan Dash, the mastermind behind the business empire built on—wait for it—waffle makers. Yes, you heard that right. Waffle makers. But this isn’t just about waffles; it’s about building a business with heart, guts, and rock-solid values. Evan’s journey from a corporate suit-and-tie life to growing Dash, a household name with over 241,000 reviews on Amazon, is a masterclass in entrepreneurship, delayed gratification, and living by your principles.

If you dream of building a company that matters, one that reflects your core values and impacts lives, then buckle up. Evan Dash has laid out the blueprint in his book A Dash of Good: How to Turn a Business Based on Values into a Valuable Business, and in our conversation, he dropped some gold nuggets that every entrepreneur needs to hear.

SUMMARY

Here’s one thing that stood out to me right from the get-go. Evan didn’t just jump into the deep end and hope to swim. He didn’t grab a waffle maker off the shelf and say, “Let’s see if I can sell this thing.” No, he took the long road first. He got a job, learned the ins and outs of the industry, and built up his experience.

A lot of people today want to skip the process. They think entrepreneurship is about being your boss and printing money from day one. Evan’s advice is different—work in the industry you want to disrupt. Learn the ropes. Learn where the opportunities are. And then, when you know the game inside and out, you make your move.

If you’re considering starting a business and haven’t paid your dues in that field yet, you’re setting yourself up for failure. “If you want to make waffle makers,” Evan says, “go work at a company that makes waffle makers. Learn everything you can about it.” Don’t be in a rush. Patience, paired with action, breeds results.

Evan built his empire around a set of values, and every entrepreneur should respect those values. Too many people lose their way because they chase short-term wins instead of long-term impact. They forget what they stand for, and eventually, their brand falls apart because it lacks soul.

For Evan, it was always about authenticity. He never lost sight of the mission to unprocessed food, bring healthier options to families, and create products that improve people’s lives. Whether you’re selling waffle makers or coaching services, if your business doesn’t reflect your personal values, you’re in trouble. People will sniff out inauthenticity faster than you can imagine, and once that happens, your business is as good as dead.

According to Evan, one of the biggest mistakes people make is thinking they can fake it. But your customers, your partners, and even your suppliers know if you’re not the real deal. It’s only a matter of time before they pull the plug if they sense you’re in it for the wrong reasons.

Entrepreneurship is not a walk in the park. It’s a grind. It’s delayed gratification. And it’s about reinvesting every penny into the business until you finally hit that tipping point. Evan shared a gut-punching reality check—after their first profitable year, they made over $2 million in revenue, but all of it was tied up in inventory. Then came the IRS knocking with an $800,000 tax bill, and Evan found himself borrowing money just to keep the wheels turning.

Think about that for a second. You’ve just busted your tail for years; you see $2 million in revenue but can’t touch a dime of it. Everything is locked up in the machine. The business needs fuel—inventory, payroll, marketing, and reinvestment. The mistake many entrepreneurs make is thinking they can start pulling money out too early, and that’s when the ship sinks.

In Evan’s case, he and his wife Rachel decided to sell 55% of the company at a point when it was valuable enough to compensate for all the sacrifices they made—working for nothing or below market value, missing out on bonuses, and the sheer grind of building a company. They took care of their people first and themselves last, but they knew there would come a time to cash in.

That’s the mentality of an empire builder. You have to be all in. You won’t make it if you think you can half-ass your way through this game. You have to love the process because the financial or otherwise rewards come later, sometimes much later.

Mike Fallat and Evan Dash talk about the book A Dash of Good: How to Turn a Business Based on Values into a Valuable Business.

One of the things that Evan and I agree on is this: entrepreneurship is not just about hitting goals or milestones. It’s a journey of personal development disguised as a business journey. You’re going to be tested. Your character will be challenged. If you’re only in it for the money, the first storm that rolls through will wipe you out. But if you’re in it because it reflects who you are and what you believe in, you’ll have the guts to push through the tough times.

Evan’s story is about resilience, authenticity, and his values. He’s living proof that when you build a business on a solid foundation of principles, the rewards come—but they don’t come overnight. It’s a long game; you must be in it for the right reasons.

So, if you’re an entrepreneur or want to be one, take a page from Evan’s book. A Dash of Good is packed with lessons on how to build a business that matters. But more than that, it’s about how to make a life that matters.

Entrepreneurs, it’s time to go all in. Stay true to your values, embrace the grind, and remember: the journey is the reward.

Get his book here:

https://www.amazon.com/-/es/Evan-Dash/dp/099710127X/ref=tmm_hrd_swatch_0?_encoding=UTF8&dib_tag=se&dib=eyJ2IjoiMSJ9.6TTMDjg9mEc4mlb9JzjBpg.eYLQajFVfWRsy02p0nSR-MW19IRvwWmQUtdTpOxCrnY&qid=1729627435&sr=8-1

About Mike Fallat

Mike Fallat, aka The BookMan, is the owner of Dreamstarters Publishing and the Million Dollar Book Agency. They have helped 300+ entrepreneurs become bestselling authors. His goal is to help 1,000 entrepreneurs publish books and teach them how to use their books as a gateway to generating 7-figures.

Visit website for more information: https://www.milliondollarbookagency.com/

About Dreamstarters Publishing


Dreamstarters Publishing offers ghostwriting, cover design, and everything that is required to take an idea to a finished book (kindle, paperback, hardcover, and audiobook).


The Million Dollar Book Agency is the ultimate marketing CRM system for author-preneurs. Services include automated funnels, lead generation campaigns, book fulfillment, podcast management, press releases, virtual assistants, course development, and more.

Mike also hosts a podcast known as Million Dollar Stories and runs a membership-based site known as Million Dollar Circle. In addition to owning the book business, he invests in self storage real estate.

https://dreamstarterspublishing.com/

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