How do you turn a t-shirt brand that's sold from the trunk of a rusty car into a global, multi-million dollar business? Named America's #1 young entrepreneur by Business Week, and featured in INC Magazine as one of the world's fastest growing independent businesses, there is only one man that knows the answer to that question – Johnny Earle, the founder of Johnny Cupcakes.

Tracey Bloom, SpeakInc: You had 16 different businesses by the time you were 16 - Why do you think you wanted to be an entrepreneur?

Johnny Cupcakes: Two reasons: 1) I love the process of putting puzzles together. 2) I wanted to find a way to work for myself so that I could spend more time with the people that I love. 

TB: How did you get the nickname Johnny Cupcakes? 

JC: While working at a record shop, my co-workers were goofballs. Since my name is Johnny, they'd give me nicknames like, Johnny Appleseed, Johnny Come-lately, and Johnny Cupcakes. While making t-shirts for the metal band that I was in, I made a few joke tees that said 'Johnny Cupcakes'. I thought it would be funny to advertise a bakery that didn't exist. While wearing it to work, miserable customers who never made eye contact with me started laughing and smiling! "What's Johnny Cupcakes?" Where can I get one of those t-shirts?!" 

TB: Selling your t-shirts out of a “bakery” definitely creates an experience. Why are “experiences” important?

JC: Experiences are so important because anything less is a tough sell in this world of distractions. People have so many options, why will they take a risk with you? If you can make a customer feel a sense of joy, excitement, enchantment, and newness -- you have won. If you can make a complete stranger so compelled to want to share your business or service with the world -- you have won. If you can make a person put away their phone to engage with your brand, you have won.

Now, upon a quick glimpse, it appears I just sell t-shirts. However, it's not even shirts we are selling. We make merchandise around memories. For instance, my t-shirt brand is called Johnny Cupcakes and I design my shops to look and smell like actual bakeries! I hide frosting scented car fresheners in the heater vents, we display graphic T-shirts inside of industrial refrigerators, we package our t-shirts inside of pastry boxes, and my employees even wear aprons to play the part. The experience is so unique, that a stranger must purchase something just so they can better tell the story of walking into a bakery that isn't!

I've spent little-to-no money on traditional advertising. It has mostly been word of mouth. When you put your creative efforts toward a project, event, or idea -- if it's neat enough, consumers will do the talking for you. Creative thinking and experience play crucial roles in every part of every workforce. They are the very things that separate you from your competition. It is your lifeline. During my traveling keynote presentations, I illustrate many forms of this to better help the audience understand how they can immediate implement this creative thought process into their day-to-day.      

TB: Millennials are drawn to your brand. Do you have any tips for someone looking to attract this demographic?

JC: Millennials are drawn to my Johnny Cupcakes T-shirt brand because the experience is bonkers. Other special ingredients include; humor and good design, as these are both very welcoming items to have as a business; keeping it personal has helped, as we treat our customers like family; having fun is contagious!

Be transparent, tell your story, be original, and create a community around your brand by hosting events, giving back, and consistently utilizing social media. 

TB: What accomplishment are you most proud of? 

JC: On my entrepreneurial journey, I was able to hire my mom, dad, and sister to create a family run business. I now get to see my loved ones every day, which is true success to me.