We caught up with the brilliant and insightful John Richards a few weeks ago and have shared our conversation below.
John, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
When I look back, I see that my purpose revealed itself from several angles, each one building on the other. The first was a deep-seated desire to be around people. For over 30 years, I lived my life on stage, in front of crowds, promoting tourism, and working in customer-facing roles. It was in these interactions with friends I hadn’t met yet, that I found my energy, my joy.
Then came the reality check. In 2020, the world changed. I lost a job I dearly loved in the tourism industry due to the pandemic. As the world slowly reopened, I threw myself into the job market, applying to every position I was qualified for. But time and again, I found that companies—without saying it outright—seemed to think I was too old. I faced rejection after rejection, but the defining moment came when I lost out on a tourism position for which I had ten more years of experience than the candidate they chose. The rejection felt like a punch to the gut. I was left with nothing but the bitter irony of a final note that didn’t even offer the courtesy of a picture of the pasture I was apparently meant to end up in. So there I was, 56 years old, with a family, a mortgage, and the looming threat of a future I didn’t want to face—one that might just include the words, “Welcome to Wal-Mart.” I needed to create a work life on my terms.
That was my professional low point. I decided to take stock of myself—my wants, my needs, and my skills. I grew up in a family where baking was more than just a hobby; it was our love language. The kitchen became my sanctuary, my space of zen. When I bake, I’m not just following a recipe—I’m channeling my passion, my creativity, and my care into something tangible.
The true turning point, however, came when a former co-worker—someone who didn’t even have a particular love for sweets—kept raving about my brownies, telling everyone they simply had to try them. His unsolicited endorsement struck a chord with me. It was the moment I realized that, perhaps, this was where my passion and purpose had been leading me all along.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
The name Sonjer B’s has roots that go back to my childhood, a time when it was my first nickname. The story starts with our parish priest, Father John Buchanan, a WWII veteran chaplain. Everyone called him “Father B,” but as a young child, I couldn’t quite pronounce it correctly. Instead, I affectionately called him “Sonjer B.” My dad found it amusing, and somehow, the nickname stuck. The rest, as they say, is history.
From the very beginning, my goal has been to create “Where deliciousness meets decadence”, where people experience something truly special. With a deep love for baking and the unwavering support of family, friends, and mentors in the industry, I’m able to offer my customers flavors that go far beyond brownies from a box, adorned with M&Ms. From the rich, classic original to the bold combination of orange with Moroccan spices, to the indulgent tiramisu-inspired brownie, each creation is made with care and a passion for flavor.
But beyond the baking, there’s a bigger purpose that drives me: giving back to the community. A core part of the Sonjer B’s ethos is supporting causes that make a difference. One of those is Blanchet House of Portland, Oregon (blanchethouse.org), an incredible organization that provides free meals to those in need while helping men transition off the streets and into meaningful work and housing. Occasionally, my leftover brownies find their way into those meals—because I believe everyone deserves a little indulgence from time to time, a sweet moment that reminds them they are cared for.
Looking ahead, I’m filled with excitement for what’s to come. Over the next year, I plan to move into a larger facility to expand production. I’ve already received interest from local coffee shops and restaurants, eager to carry Sonjer B’s in their establishments, and I’m thrilled to begin wholesaling. This expansion will also allow me to start shipping nationwide. To say I’m excited for the future would be an understatement..
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Every chapter of our personal history shapes how we move forward, often in ways we don’t fully understand until we look back. For me, my years as a field marketing representative at Intel were a pivotal influence. I learned early on the power of branding—how a strong, consistent message could elevate a product and make it unforgettable. So, when I started Sonjer B’s, branding became as important as creating new flavors. I wanted a logo and a slogan that not only represented my business but also reflected the heart of what I was doing. When Sonjer B’s finally debuted to the public, I was proud to unveil both. If you look closely at the logo, you’ll see something special: the brownie is shaped like Oregon, and the crumbs even dot the letter “j.” It’s a small detail, but one that holds meaning to me.
I’ve also been fortunate enough to develop strong people skills over the years—skills that have proven invaluable in building my business. I once heard actor Charles Durning say, “There are no such thing as strangers; only friends you haven’t met yet.” That mindset stuck with me. The key to any connection is making that first moment count. When someone approaches, the most important thing to sell is yourself. I always begin by trying to find a common thread, something to connect us, something that makes us human. Listening, truly listening, is critical. If you’re a naturally shy person, push yourself outside your comfort zone. Take a class that forces you to get in front of people—Toastmasters is a popular option, and you’ll find chapters all over the country. Personally, I chose improv comedy classes from ComedySportz. They were transformative. Not only did they help my brain think faster, but their training enabled me to respond to questions on the fly. Members of the group became my extended family as well. You don’t have to perform on stage to benefit from improv. Trust me—it’s worth every minute.
The most profound lesson I’ve embraced lately came in the form of an acronym, created by Helen Hadsell. It’s something my wife and I had been practicing without even knowing the name for it: visualizing our success. It’s amazing how much of a difference mindset can make in the growth of a business. I truly believe in the power of intention, and this method is a guide to harnessing it.
So, remember SPEC:
Select it – Choose what you want. Define it clearly.
Project it – Visualize your success. Let the universe hear your intent.
Expect it – Release doubt. Banish fear. Believe in your vision.
Collect it – Reap the rewards of your work, and savor the fruits of your labor.
And we added one more to the mix. It doesn’t rhyme with the rest, but it fits with the ethos of how we live our lives:
Share it – Whether it’s a donation or mentoring someone along the way, contributing to the world around you makes it a better place for everyone.
When you live by these principles, the universe has a way of giving back. Success isn’t just about what you build for yourself—it’s about what you give to others, too.
What was the most impactful thing your parents did for you?
The simplest answer is the best – They were there for me at the most impactful times of my life. My parents were not perfect, yet the efforts they made for my siblings, myself, and others around us meant the world to me. We were also impacted by their community of friends, who were an extension of Mom and Dad. There is not enough room to list everything I was gifted in the shaping of who I am today. In some cases, those lessons and moments took decades to come to fruition. However, the fact that they gave of themselves to all of us showed us how to love not only one another, but every person and thing we pass by at any given moment.
Contact Info:
- Instagram: https://instagram.com/sonjer_bs/
- Facebook: https://facebook.com/sonjerbs
- Linkedin: .linkedin.com/in/jmrichar/
Image Credits
John Richards – all photos
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