By Fred "Chico" Lager
Whereas Ben & Jerry's is likely one of the prime leading edge and socially dependable companies, this story is as a lot an instance to younger marketers of what to not do because it is a version of precisely what to do. Lager, former CEO of Ben & Jerry's, was once one of many company's early avid gamers, leaving within the Nineteen Nineties, and he writes an enthralling tale concerning the $200 million, publicly traded company, which originated in a rehabbed gasoline station the place its founding fathers as soon as ate saltines and sardines and slept on freezer chests all wintry weather so as to open by way of spring. Ben Cohen's commitment, advertising brilliance, and creativity and Jerry Greenfield's burnout, resignation from the corporate, and go back are all faithfully documented, in addition to the commitment of the creation staff to the right that has characterised Ben & Jerry's. Lager captures the humorousness that saved the corporate dealing with tough instances, yet that humor dissipates into whining while the writer reaches the years whilst he and Ben have been at ideological odds. these few chapters apart, this enterprise heritage might be an concept to these being affected by their very own younger companies in addition to an exceptional learn in the event you simply love ice cream.
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