Monetizing Your Passion: Maya-Camille Broussard

Photo courtesy of Lindsay Widdel

Turning your passion into a sustainable business model can require skill, drive, and a crystallized mission. When Maya-Camille Broussard launched her Chicago-based bakery, Justice of the Pies, its intent was clear: sell delicious desserts and uplift underserved populations through social justice work. Six years later, Justice of the Pies continues to do just that. 

Maya-Camille shared her insights and expertise with Squarespace, opening up about what motivated her to start her business and how other small business owners and entrepreneurs can approach monetizing their passions and leveraging their giveback work.

SQUARESPACE: Justice of the Pies was founded in 2014. What inspired you to open a mission-driven baking company? 

Maya-Camille Broussard: I created the company in 2014 in memory of my late father, Steve Broussard. My Dad was a criminal defense attorney who loved to bake. Justice of the Pies was created to celebrate his love of pies and to honor his belief that people deserve second chances. 

SQSP: How do you ensure that your company’s mission stays responsive to the needs of the communities it serves? 

MCB: One of the important elements of our brand is to remain stewards for fairness and equality. This means we show up for issues that we feel are important and that we're able to actively participate in, directly or indirectly. We've raised money for organizations that we care about, like one that provides pro bono services for families living in poverty. We've served over 3,000 meals for frontline workers and lower-income communities disproportionately affected by COVID-19 and the aftermath of the civil unrests. We teach culinary skills and nutritional development to kids who reside in neighborhoods that have been affected by food apartheid. We show up where and when we can, and we do the work.

SQSP: What tips do you have for entrepreneurs and small business owners who are in the early stages of creating their mission statement? 

MCB: Ask yourself "why". It's not necessarily about what you sell, who you sell it to, or where you sell it, how much you sell...it starts with "why". A mission statement defines your, well...mission; Your specific task and purpose behind that task. So, when crafting a mission statement ask yourself "why?". That will help you determine what comes next. 

Also, when creating your mission statement, be brief and succinct.

SQSP: How do you balance your financial goals with your giveback work? 

MCB: I have amassed a lot of great partners who believe in the work that I'm doing and they are willing to contribute to my efforts in maintaining our initiatives. Having people who truly believe in you makes a difference. 

SQSP: Much of your company’s social justice efforts are achieved through partnerships. What should entrepreneurs and small business owners keep in mind when considering or entering into relationships with other organizations? 

MCB: Consider your own relationships (and not just your company's relationship) with individuals within the organization. Cultivating a true partnership begins with fostering genuine relationships with like-minded people who understand your goals, and who are authentic in wanting to help you activate the programming. 

SQSP: How can storytelling be leveraged to align overall business strategy with giveback work? 

MCB: Storytelling is an imperative element for ANY business, whether it has a social mission or not. People don't buy what you are selling or providing. They buy the story. They are invested in the reason behind the mission. Once there is a clear-cut mission statement (and when you ask yourself 'why'), then the storytelling should naturally flow. If there is a block, then perhaps you'll have to go back to really dig deep and explore the intent behind your brand and your brand's actions. 

SQSP: What role does an online presence play in communication and education about a company’s mission? 

MCB: Right now, online presence is everything. We're relying on virtual communication now more than ever. The great thing about virtually communicating is that the ceiling for creativity does not exist. What you are able to do online may surpass what you can do in-person; and the beautiful thing is that it does not have to be costly to do it. 

SQSP: How has the pandemic impacted what it means to be a mission-driven business? How can businesses and entrepreneurs carry their work forward during this time? 

MCB: The pandemic provided us an opportunity to jump in and help where and when we could. We started off with feeding the frontline and making virtual culinary videos for our I KNEAD LOVE participants (the I KNEAD LOVE workshop is our signature culinary workshop for youths). In talking to other businesses owners that are absolutely thriving during this pandemic, I find that they entered the quarantine trying to figure out how they could help others. The good intention and the giving energy is simply flowing right back to them and their businesses. Money is energy. The way you choose to exert your energy determines the way the energy comes back to you. The phrase “What goes around, comes around" doesn't exist for nothing. 

SQSP: What piece of advice do you wish you’d had when you first started out? 

MCB: Everything doesn't always work the first time around. 

Discover more expert advice and inspiration from Black entrepreneurs and creatives.