Sweet Monsters Co. started with two things I’ve always loved: American milkshakes and Belgian waffles. I built a food truck around them, creating everything from the brand and recipes to a cast of 20 original monsters.

For nearly two years, I cooked, drove, ran the business, and made it all look the way I’d imagined. It was one of the hardest and most rewarding things I’ve ever done. Eventually, I sold the truck and returned to agency life, with a few more stories to tell.