I had this burning desire to create. I had nothing to lose. I mean, isn't life about fulfilling your dreams?
We went online, bought a waffle iron, googled some recipes, and then created an initial prototype that tasted terrible. Clearly we needed some help and so I went back to Holland, spoke to an expert in stroopwafel making, bought an industrial stroopwafel iron, the accompanying proper equipment, and then iterated and iterated. Taking consumer feedback we were able to calibrate the sweetness, flavor, color & texture and in doing so develop a decent stroopwafel.
Meanwhile, my parents were quite puzzled and asked, "Why would you start making cookies?”