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Last Update: Monday September 20, 2021

Key Idea: Set High Standards

Two million Joseph's Lite Cookies are made, baked and bagged everyday and the key to that growth is letting employees set and achieve difficult goals.  Prior video...

Key Question:


Keeping people on the payroll for life is a big commitment for a man as young as Joseph. We think the reason he is already such a great leader is that he doesn't expect anybody to do anything he isn't doing or hasn't done. He sets the standard. He is smart enough to know that if everyone at the company puts out as much effort as he does, the company can not fail. He has an excellent product that the market wants he just has to keep it coming.

  What is Joseph's standard for daily performance and who taught him to have one?

  His father taught him to ask himself at the end of each day if he gave the day 100% of his effort. Wow. This can make us tired if we think about it too much.

Think about it

What would happen if you and everyone at your company gave 100% every day?

Clip from: Job Creation In New Mexico

Meet Linda Brewer of Blue Dome Gallery in Silver City.

Southwestern, New Mexico: In this episode of the show, we go into New Mexico as guests of the Chamber of Commerce of Las Cruces and Silver City. When we asked them, "What is your biggest business problem?" both said "Job creation." Yet, when we asked, "Are there businesses that are creating jobs?" over 100 businesses were recommended!

So, we asked practically every business advocate in the State of New Mexico,  "Would you take a look at this list and tell us who would you'd like to represent your state on national television?" It quickly became apparent that any  businesses from that list of 100 would have been fine.

In this episode we visit with five businesses and try to learn why they are being so successful in creating work for others. 

We learned a lot.  

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Joseph's Lite Cookies

Joseph Semprivivo, Founder

3700 "J" Street
Deming, NM 88030

Visit our web site:

Office: 5055462839

Business Classification:

Year Founded:

Set High Standards

HATTIE: And you have how many employees?

JOSEPH: Actually, in the plant, we have 26 team members and we have 1,000 people (Editor's note: independent sales representatives) across the country as far as doing sales. We found out that we were not in a niche market. It was for everybody. It was a mass market.

Not only did health-conscious consumers come to us, all dieters. We were flooded with phone calls, and we didn't even realize at that point that our market was crossed. I mean, we had so many different markets, not just one that was diabetics, but hypoglycemics, people with heart disease and high cholesterol--they were coming after our product line as well, or kids with attention deficit disorder, hyperactivity disorder. Parents called and said, `Oh, my gosh, it's a sugar-free cookie.

We want to give it to our child because they don't bounce off the wall.' As far as the success, I think that's a long-term goal in order for me to consider myself successful. I give it 100 percent every single day, something I kind of learned from a little boy.

My dad always told me, `Son, always ask yourself right before you go to bed, did you give 100 percent that day? And if your answer is ever no, when you wake up the next morning, you give it 100 percent that day.'

HATTIE: What do you think about the future?

JOSEPH: Oh, just the sky's the limit. We're doing multiple of millions a day in cookies. We produce over two million cookies a day, but we're not stopping there. We are growing astronomically, triple-digit growth, and it's something that all companies would love to experience in the country. But you know what? Believe in your team members, give them great benefits and empower them, and you know what? They'll perform.

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