Lesson #4: Two Heads Are Better Than One

In seventh grade gym class, the two self-proclaimed “slowest and fattest kids in the class” found themselves trailing all of the other students on the track. “Coach was yelling at us, ‘Gentlemen, you have to run the mile in seven minutes or you will have to run it again,’” recalls Greenfield. “Ben then responded, ‘Coach, if I didn’t run it in seven minutes the first time, then I’m sure not going to run it in seven minutes the second time.’”

Ever since that first day when they met and shared their humiliation in gym class, Cohen and Greenfield have been best friends. Although they moved apart during their college years, they always seemed to find their way back into each other’s lives. Over the years, the developed a friendship built on trust and shared values, which would go on to become the very foundation upon which Ben & Jerry’s was built.

“We thought, why don’t we get together and do something fun and be our own bosses,” recalls Greenfield, “and since we liked to eat we should do something with food.” From sharing the cost of the $5 Penn State course on ice cream-making that they took – for which they received 100s on all their tests – to deciding to go into business together, Cohen and Greenfield realized early on the advantages of working together. Not only did they have a trusting relationship and share many of the same operating principles, but they also knew how to have a lot of fun with each other.

The story of Ben & Jerry highlights the success that can come from working with a partner that you respect or as part of a team instead of going it alone. When Greenfield was making the ice cream, Cohen was out selling the product. When Greenfield was picketing the Pillsbury headquarters by himself, Cohen was printing “What’s the Doughboy Afraid Of?” t-shirts. Together, the two knew each other’s strengths and weaknesses, and made the most of each other in putting together their business.

In order to build a successful business relationship, there needs to first be a building of trust. Cohen and Greenfield already had that, and that was one of their key secrets to success. Cohen and Greenfield also shared the same agenda and a similar commitment to creating a responsible business. This not only facilitated the development of a common vision, but also served to act as a double driving force towards the achievement of their goals – twice the energy, twice the fire, and twice the hard work.

Working with friends can no doubt have its drawbacks. A business relationship can put tremendous strain on a friendship, even sometimes bringing the best of friends into court battles over business assets. However, throughout all the challenges of starting up their business – from trying to sell ice cream in the cold of winter to being nearly shut down by Pillsbury – Cohen and Greenfield managed to stick together, stay focused on their common goals, and work in tandem to achieve the success that they did.



Lesson #4: Two Heads Are Better Than One

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