I read this article the other day which said that if you really want to make sure you achieve something, then make your goals public.

That way, everyone knows what you’re trying to do and, most importantly, everyone will know if you doof it up and don’t get there.

As motivations go, looking stupid in public trumps benefiting society, money, or fame and glory. If you take pride in what you do, then failing to achieve what you said you were going to is the daddy of all incentives.

A month ago I was chatting to a reporter and said we’d most probably be launching Vegan Cinnamon Rolls sometime this year. She found this interesting, wrote about it and ever since we’ve had people coming in asking “are they ready yet?”.

Just launching any old Cinnamon Roll is not us. We wanted to make something that is good enough for Timberhill, and breaks new ground.

It wasn’t enough that they would be vegan with zero flavour compromise so that non-vegans don’t have to say “they’re good for vegan cinnamon rolls”.

We also wanted everyone to be able to enjoy them, even gluten intolerant customers, so we’ve made them with 100% organic spelt flour (home bakers out there will know this is where things start to get tricky).

They also had to have a great naturally long shelf life so if you buy them on a Saturday they are still soft and delicious on a lazy Sunday morning (which we cracked by adding our spelt sourdough culture to the dough).

So four weeks, and nine (yes 9) versions of dough, filling and icing later, we’re making crazy delicious, Vegan Spelt Sourdough Cinnamon Rolls.

And I learned a little about self-motivation along the way. . .