In the world of business, few stories are as rich and layered as a good piece of chocolate. That’s exactly what I uncovered in this Small Business Success Talk episode with Jean and Ellie Thompson—the powerhouse mother-daughter duo behind Maeve Chocolate (formerly Seattle Chocolate).

Jean didn’t set out to run a chocolate company. She started as an investor. But when a literal earthquake shook the business (yes, an actual earthquake), she stepped up, bought the company, and rebuilt it from the inside out. Over the next 22 years, she transformed not just the brand but her entire leadership philosophy. Enter Ellie, her daughter, who would eventually help reimagine the brand for the next generation—thus birthing Maeve Chocolate.

But this episode wasn’t just about rebranding. It was a masterclass in strategic thinking, intergenerational leadership, and the kind of visionary adventure that entrepreneurs need if they want to build something that lasts.

Here’s what we can all learn from their journey:

1. Reinvention is not a pivot—it’s an adventure.

Jean didn’t just “update” Seattle Chocolate—she questioned everything. The name, the brand, the packaging, the purpose, even the audience. That level of reinvention takes guts. It requires a high tolerance for risk, a deep sense of purpose, and a willingness to explore uncharted territory.

Sound familiar?

That’s exactly what I teach in the Being Super / Being Villainous framework—using the Hero’s Journey as a strategic lens. Maeve’s story follows it beautifully: a call to adventure (the failing company), trials and mentors (distribution challenges, imposter syndrome, learning the industry), transformation (purpose-driven philanthropy, Gen Z-friendly branding), and now—expansion.

Takeaway: You’re not “starting over.” You’re starting the next level. Strategic reinvention IS the adventure.

2. Business can be a force for global good—without sacrificing fun.

This episode is a powerful reminder that impact and joy don’t have to compete. Maeve Chocolate:

    • Pays farmers equitably and reinvests in their communities
    • Uses compostable packaging and runs a carbon-neutral plant
    • Gives 10% of profits to frontline causes
    • Created a brand that feels like “Willy Wonka meets social justice”

That’s the magic formula—do good, feel good, taste good. Ellie even likened their marketing approach to building an immersive world like The Gorillaz music group. In other words, branding as a creative escape.

Their customers aren’t just buying chocolate—they’re joining a movement. A lifestyle. A story.

Takeaway: Impact is more powerful when it’s embedded in your identity—not tacked on as a feature.

 

3. Strategy isn’t about spreadsheets—it’s about alignment.

Ellie didn’t rebrand just to be trendy. She studied the market, analyzed their competitors, and asked the deeper questions: Who is our audience now? What matters to them? How do we meet them with both joy and substance?

Maeve’s strategy wasn’t a one-size-fits-all approach. It was tailored, layered, and intentional.

This mirrors the way I teach strategic clarity: using tools like the Life Wheel, the Quest, and the Adventure Map to help leaders align their decisions with their purpose, values, and future impact.

When Jean said, “If we don’t keep reinventing, we’ll become irrelevant,” it hit hard. That’s not fear talking—that’s a leader who understands that clarity is an ongoing commitment.

Takeaway: True strategy isn’t about making a plan. It’s about making sure every plan aligns with your purpose.

 

4. Passing the torch is an act of legacy AND leadership.

The mother-daughter dynamic between Jean and Ellie was not only heartwarming—it was instructive. Ellie didn’t join the business out of obligation. She chose it. And Jean didn’t hand her the reins without intention—she’s actively mentoring her through each stage of growth.

Leadership succession is often messy, especially in legacy businesses. But their approach—rooted in curiosity, trust, and mutual respect—is a model for how to do it with grace.

It also highlights an often-overlooked truth: Mentorship IS strategy. Training your next leader is just as important as training your next marketing funnel.

Takeaway: Scaling your business means preparing the next hero—not hoarding the cape.

 

Final Thought: Build a brand that feels like a journey worth taking.

Maeve Chocolate is more than a product—it’s a sensory, sustainable, soul-aligned experience. And the Thompsons are proof that with vision, values, and just enough boldness, you really can turn chocolate into a movement.

As you build your own adventure—whether you’re in a reinvention season, gearing up for expansion, or just trying to stay sane in the chaos—remember this:

You are the mapmaker. You are the adventurer. You are the legacy.

The world is waiting for your flavor. Make it unforgettable.

🎧 Listen to the full episode: HERE
🍫 Explore Maeve Chocolate: https://maevechocolate.com