CNBC Make It

Tony Donatell owns The Farmer's Cellar, a hidden speakeasy disguised behind a cooler door in a gas station convenience store in Lakeville, Minnesota, which generated nearly $5 million in revenue in its first year. The business succeeded by creating an authentic 1920s experience using salvaged antiques, maintaining a 70/30 drinks-to-food sales mix with high cocktail margins, and leveraging the novelty of discovery to attract customers.

Modern dating culture promotes emotional avoidance as a strategy, but clinical evidence shows that vulnerability and direct communication actually build real intimacy. Asking for reassurance isn't weakness; it's a sign of emotional maturity and courage.

Kim Murstein and her 79-year-old grandmother Gail discuss how the American Dream has evolved across generations, exploring redefined definitions of success, changing attitudes toward traditional milestones like marriage and homeownership, and the importance of bridging generational gaps through family connection and mutual respect.

An ice cream entrepreneur shares how she turned a Friendsgiving dessert recipe into Malai, a $2.8M/year ice cream business inspired by her grandmother's Indian spice blend. She emphasizes the importance of bootstrapping with minimal funding, gathering customer data through surveys, and how early press coverage from the New York Times propelled business growth.

Michael Haskell, an 18-year-old entrepreneur, discusses his successful side hustle of buying and selling items from abandoned storage units, generating approximately $135,000 in revenue in 2025. He shares insights into his auction strategies, financial management, and future business aspirations.

The cemetery business generates over $6 million annually by selling burial plots, vaults, professional services, and memorials. The company aims to reinvest profits to enhance the business and maintain the grounds, which are crucial for their reputation.

Robert Reich and Kahlil Greene discuss their perspectives on the American Dream, generational stereotypes, and the importance of democracy and empathy in addressing social issues. They express differing feelings about hope for the future of the United States amid current challenges.

Homeownership, traditionally a cornerstone of the American Dream, is becoming increasingly unattainable due to rising prices, borrowing costs, and ownership expenses. More Americans are now viewing renting as a viable long-term option, with rents declining and younger generations particularly valuing the flexibility and financial predictability it offers.

A couple transitioned from film and PR careers to take over their family's cemetery business, which generates over $6 million annually across four locations. Despite widespread advice to sell, they decided to keep and modernize the business by focusing on making cemeteries relevant to future generations and positioning them as spaces for the living to honor their loved ones.

Stablecoins are cryptocurrencies pegged to the US dollar designed to enable fast, low-cost payments as an alternative to traditional financial systems. While major companies like Visa and Mastercard are backing them and analysts project significant market growth, significant risks remain including lack of FDIC insurance, the inability to maintain price pegs, and regulatory uncertainties.

A father-daughter team generates $428K annually by designing and manufacturing fidget toys from their home-based operation. They use 3D printers and UV printing technology to produce approximately 1,500 orders monthly, with assembly processes that can take 45 minutes to an hour for 100 units.

Financial educator Vivian Tu and Ellevest CEO Sylvia Kwan discuss women's economic empowerment, defining the American Dream as financial independence and agency rather than material wealth. They address the realistic challenges young people face today while advocating for better financial literacy education and policy solutions to address the growing wealth gap.

Dr. Shay Taylor-Allen returned to Yale New Haven Hospital as a doctor after spending ten years there as a janitor, earning her medical degree and specializing in anesthesiology despite accumulating over $590,000 in total debt. Her journey was motivated by healthcare disparities her mother faced and supported by her husband's military benefits and crypto investments.

Jack Link's transformed from a bankrupt family meat business in 1985 into a $1.6 billion snacking empire by creating the beef jerky category, leveraging existing manufacturing infrastructure, and executing a wildly successful Sasquatch marketing campaign. Under CEO Troy Link's leadership, the company has grown through strategic acquisitions, product innovation, and expansion into new markets.

A diverse panel including economist Robert Reich, entrepreneur Vivian Tu, and others discuss how the American dream has evolved, with definitions shifting from traditional milestones and monetary success to personal fulfillment, agency, and meaningful work. While older generations express optimism grounded in historical resilience, younger participants express skepticism due to rising costs of housing and education, though many feel they are personally living their version of the dream.

Costco keeps gas prices significantly lower than competitors (9-24 cents cheaper per gallon) by operating on razor-thin margins, viewing discounted gas as a membership retention tool rather than a profit center. This strategy drives record fuel demand and warehouse traffic, with 50% of gas customers also shopping inside, generating substantial loyalty and spending that far exceeds the minimal gas profits.

A psychologist explains that many people misuse dating apps as tools for emotional regulation, using matches and attention to cope with loneliness and anxiety rather than genuinely connecting with others. This self-medicating approach amplifies negative emotions and creates unhealthy pressure on relationships, and the real solution requires learning to manage difficult feelings independently.

Pooja Bavishi, founder and CEO of Malai ice cream company, discusses the operational challenges and economics of running a $3 million/year ice cream business, emphasizing the unique difficulties of maintaining frozen supply chains and justifying premium pricing through high-quality ingredients.

Adam Brand discusses Emman Smallberg Flowers, a 110-year-old family business in New York's garment district that manufactures custom fabric flowers. Founded by Polish immigrant brothers in 1916, the company has survived through four generations and now serves major clients like Vera Wang and productions like Bridgerton, with Adam now leading operations after joining in 2010.

Victoria Baumann quit teaching to start Victoria SE Studio, a fidget toy business run with her father Charlie Morton from their North Carolina homes. The business generated $428,000 in gross revenue and $94,000 in net profit in 2025, primarily through sales of fidget clickers and 3D-printed products.