Wally Amos, the ebullient entrepreneur who founded the Famous Amos cookie brand and became an icon of American business, has died at the age of 88. Amos passed away on Friday, leaving behind a legacy as sweet as the treats that made him a household name.

Born in Tallahassee, Florida, in 1936, Amos’s journey to cookie fame was as rich and varied as his signature chocolate chip recipe. After a stint in the Air Force and years as a talent agent representing icons like Simon & Garfunkel, Amos found his true calling in the kitchen. In 1975, armed with an old family recipe and $25,000 borrowed from friends, he opened the first Famous Amos store in Los Angeles.

The cookies were an instant hit, propelled by Amos’s larger-than-life personality and marketing savvy. His beaming face, adorned with a signature Panama hat, became the brand’s logo and a symbol of entrepreneurial success. Famous Amos cookies soon graced supermarket shelves nationwide, making Amos one of the most recognizable African American businessmen of his era.

However, Amos’s story wasn’t all sugar and spice. Financial difficulties in the 1980s led to him losing control of the company. Yet, true to his indomitable spirit, Amos bounced back. He launched new ventures, became a motivational speaker, and dedicated himself to promoting literacy.

“Success is a state of mind,” Amos often said. “If you want success, start thinking of yourself as a success.”

In his later years, Amos continued to inspire, authoring books and supporting various charitable causes. His warmth and optimism remained as infectious as ever, touching lives far beyond the world of baked goods.

Wally Amos’s legacy extends far beyond the cookies that bore his name. He was a pioneer who showed that with passion, perseverance, and a great recipe, the American Dream was within reach. As we remember this cookie mogul, entrepreneur, and humanitarian, it’s clear that Wally Amos’s life was truly one worth savoring.