I’ve been thinking a lot about Wally Amos lately, starting in August on the one-year anniversary of his passing. I’ve thought about his spirit, energy, contagious optimism, and mood-transforming laugh! Wally Amos was more than a client and friend. He was a father figure with a consistent message and influence that made a lasting impact on my life.
Growing up, Wally always stayed at our house when he traveled east to visit the famous Amos factory in Nutley, New Jersey. He always combined his trip with store visits and media appearances as he traveled the country. Rosica Communications had the pleasure of working with him for more than three decades. Our team always loved working with him; they would go above and beyond because of how he treated them – with love and appreciation.
Wally’s humor was infectious, but never at the expense of others. His spirituality was always present but never imposing. He taught me enlightenment isn’t always lofty or grand. Sometimes, it’s simply: lighten up.
I regret that in recent years I wasn’t in closer contact. When he passed, I shared with his kids, Shawn, Gregory, Sarah, and Michael what he meant to me and how his influence impacted my professional, personal, and spiritual life and growth. Every time I think of him I think of light—of laughter, of confidence, and of someone who made others believe more in themselves. That’s his legacy.
When I was at a low point in my life, in 1989, he posed a life-altering question: “Are you happy, man?” I shared my challenges and pain with him, and he then said: “Happiness is an inside job.” Essentially, he told me to go to work (on what’s inside). It changed the trajectory of my journey and helped create a positive future. For that I’m forever grateful.
One day he called the office, and we spoke. I shared with him a challenge that I was having, and he taught me another valuable lesson. He said, “A prominent CEO friend of mine taught me a valuable lesson. He said you can only control the controllables.” That was another freeing experience and lesson that I have shared with countless others.
Wally’s Legacy
Here are just a few of Wally Amos’s accomplishments—things the world should never forget, and that show how big his impact was:
- Founder of Famous Amos (1975) — He opened the first Famous Amos cookie store on Sunset Boulevard. That leap turned a family recipe into a national, beloved brand.
- First Black Talent Agent at William Morris Agency — He worked his way up from the mailroom and broke barriers. He signed artists like Simon & Garfunkel, represented big clients, and used kindness and character to build relationships.
- Children’s Literacy Advocacy & Writing — He was a spokesperson for literacy, hosted “Learn to Read,” and wrote books. He believed deeply in the power of reading and education.
- Persistence & Reinvention — Even after losing control of the Famous Amos company and copyright issues with his name, he didn’t stop. He launched new ventures (Uncle Wally’s Muffins, Chip & Cookie, etc.), kept baking, kept dreaming.
- Awards & Honors — His life earned recognition: the President’s Award for Entrepreneurial Excellence, the Horatio Alger Award, the National Literacy Honors, induction into entrepreneurially distinguished circles. He was honored not only for success, but for character, resilience, and his contribution to important causes.
Closing Thoughts
Wally Amos showed me, and many others, that influence isn’t always about titles or power. It’s about presence, love, and service to others. When I look back, I see a man who didn’t just bake cookies; he baked hope. He didn’t just create a business; he created confidence and happiness in others.
I’ll miss him, but will continue to share with others The lessons he shared so freely with me and thousands of people across the nation.
Thank you, Wally for being a fatherfigure and a friend. Love and happy remembrances.
Your friend always,
Chris Rosica