They turned their $5 for an ice cream making course into a successful multimillion dollar business, and they had a lot of fun in the process. But, Ben & Jerry’s isn’t just about the delicious ice cream. From taking a stand against nuclear weapons to discussing America politics and corporate social responsibility, founders Cohen and Greenfield are taking the vision for their business to the wider world. How did two anti-corporate hippies become millionaires and respected business leaders in the 21st century?
They Were Progressive: “There are a lot of people who are going into business who are frustrated,” says Greenfield. “[People think] if you try to have a business that tries to give to the people, it takes away from your ability to be successful financially.” Ben & Jerry’s proved that business doesn’t have to be all bad. They were able to both make a profit and give back to the community, and turn the business world on its head in the meantime.
They Made Work Fun: Halloween parties, Valentines Day Parties…there is scarcely a holiday that goes uncelebrated by the Joy Gang at Ben & Jerry’s. Cohen and Greenfield bet that by investing in its people – its most important resource – they would in turn invest more of their energy into the company. The gamble paid off.
They Used Their Imaginations: Nothing about Ben & Jerry’s was unoriginal. From its clever and unpretentious marketing to its product flavours, the company took every opportunity to make use of the creativity of its owners and customers alike. Because no one ever knew what to expect from the dynamic duo, they kept going back for more.
They Built a Great Team: “Our biggest disagreement was about chunks,” recalls Greenfield. “Ben came up with the flavours and I did the manufacturing, and he wanted bigger chunks and I wanted small ones with greater distribution. He said people didn’t care if you got a chunk in every bite as long as you knew that fairly soon you’d get a chunk.” Cohen and Greenfield were not without their conflicts, but with a shared commitment, they managed to work together towards their goals in an inspired partnership. “He recently admitted I was right,” jokes Cohen.
They Didn’t Back Down: They never would have thought that a corporate giant like Pillsbury could ever be afraid of them - two young hippies - but they did know that they would never be afraid of the corporate giant. When Cohen and Greenfield were challenged, they stood up in the face of their enemies and challenged them right back. It was this determination and strength that would come to define the company.
The story of Ben & Jerry’s represents the story of the American dream. Through nothing but hard work and passion, two youths who were disenchanted with corporate America, became two of the most respected corporate executives in the country. They stayed true to their vision, fought for what they believed was right, and were generously rewarded.
The Inside Scoop: How Ben & Jerry’s Achieved Success
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