I’ve never felt like I was in the cookie business. I’ve always been in a feel good feeling business. My job is to sell joy. My job is to sell happiness. My job is to sell an experience.

Fields reframes entrepreneurship as the creation of emotional value rather than the mere sale of a product. By insisting she is not “in the cookie business” but in the business of “joy” and “experience,” she articulates a service-and-brand philosophy: what customers truly purchase is a feeling—comfort, celebration, nostalgia, being cared for—delivered through a consistent sensory ritual (warm cookies, aroma, friendliness). The repetition (“My job is to sell…”) functions like a credo, emphasizing purpose and customer-centered identity. In a broader business-history sense, the quote anticipates modern “experience economy” thinking, where differentiation comes from curated moments and affective connection, not just commodities.