hi I’m Evan Carmichael welcome to another edition of balling the Masters I
another edition of balling the Masters I
another edition of balling the Masters I believe that the fastest and most
believe that the fastest and most
believe that the fastest and most effective way to grow your business is
effective way to grow your business is
effective way to grow your business is to model the strategies of people who
to model the strategies of people who
to model the strategies of people who have already done what you’re trying to
have already done what you’re trying to
have already done what you’re trying to do so today we’re going to look at how
do so today we’re going to look at how
do so today we’re going to look at how two young friends decide that they
two young friends decide that they
two young friends decide that they wanted to start a business so they took
wanted to start a business so they took
wanted to start a business so they took a five dollar course in ice cream making
a five dollar course in ice cream making
a five dollar course in ice cream making thinking this would be their passion and
thinking this would be their passion and
thinking this would be their passion and they turned that five dollar course into
they turned that five dollar course into
they turned that five dollar course into one of the most well known ice cream
one of the most well known ice cream
one of the most well known ice cream brands in the world this is a story of
brands in the world this is a story of
brands in the world this is a story of the founders of Ben and Jerry’s ice
the founders of Ben and Jerry’s ice
the founders of Ben and Jerry’s ice cream and a top three lessons that you
cream and a top three lessons that you
cream and a top three lessons that you can learn from their success Ben Cohen a
can learn from their success Ben Cohen a
can learn from their success Ben Cohen a Brooklyn New York native remembers being
Brooklyn New York native remembers being
Brooklyn New York native remembers being fascinated with ice cream from a young
fascinated with ice cream from a young
fascinated with ice cream from a young age when his father used to regularly
age when his father used to regularly
age when his father used to regularly eat entire half gallons directly from
eat entire half gallons directly from
eat entire half gallons directly from the carton using a large soup spoon
the carton using a large soup spoon
the carton using a large soup spoon after dinner the curious young Cohen
after dinner the curious young Cohen
after dinner the curious young Cohen would take decreed in his own flavors of
would take decreed in his own flavors of
would take decreed in his own flavors of ice cream by combining it with various
ice cream by combining it with various
ice cream by combining it with various cookies and candies in fact Cohen’s
cookies and candies in fact Cohen’s
cookies and candies in fact Cohen’s first job was working as an ice cream
first job was working as an ice cream
first job was working as an ice cream truck driver in a senior year of high
truck driver in a senior year of high
truck driver in a senior year of high school
school
school Cohen attended Calhoun high school and
Cohen attended Calhoun high school and
Cohen attended Calhoun high school and mayor of New York which is where he met
mayor of New York which is where he met
mayor of New York which is where he met his future business partner Jerry
his future business partner Jerry
his future business partner Jerry Greenfield Greenfield Medeco enduring a
Greenfield Greenfield Medeco enduring a
Greenfield Greenfield Medeco enduring a gym class together in 1963 the two
gym class together in 1963 the two
gym class together in 1963 the two self-proclaimed wild boys became fast
self-proclaimed wild boys became fast
self-proclaimed wild boys became fast friends and even double dated and
friends and even double dated and
friends and even double dated and Cohen’s convertible after parting ways
Cohen’s convertible after parting ways
Cohen’s convertible after parting ways and bounce it around for several years
and bounce it around for several years
and bounce it around for several years Cohen and Greenfield would finally meet
Cohen and Greenfield would finally meet
Cohen and Greenfield would finally meet up again in New York and decide to go
up again in New York and decide to go
up again in New York and decide to go into business together both Greenfield
into business together both Greenfield
into business together both Greenfield and Cohen had an interest in the food
and Cohen had an interest in the food
and Cohen had an interest in the food business and after debating whether to
business and after debating whether to
business and after debating whether to focus on bagels our ice cream they sell
focus on bagels our ice cream they sell
focus on bagels our ice cream they sell it on ice cream as a product they would
it on ice cream as a product they would
it on ice cream as a product they would launched the machinery for bagels was
launched the machinery for bagels was
launched the machinery for bagels was too expensive
too expensive
too expensive immediately the pair began doing their
immediately the pair began doing their
immediately the pair began doing their industry research they took a
industry research they took a
industry research they took a correspondence course in ice cream
correspondence course in ice cream
correspondence course in ice cream making from Penn State University before
making from Penn State University before
making from Penn State University before whopping $5 which convinced them that
whopping $5 which convinced them that
whopping $5 which convinced them that they were on the right track in May 1978
they were on the right track in May 1978
they were on the right track in May 1978 Ben and Jerry’s homemade ice cream
Ben and Jerry’s homemade ice cream
Ben and Jerry’s homemade ice cream parlor opened up what was previously an
parlor opened up what was previously an
parlor opened up what was previously an abandoned gas station that they’ve
abandoned gas station that they’ve
abandoned gas station that they’ve renovated using 8,000 dollars of their
renovated using 8,000 dollars of their
renovated using 8,000 dollars of their own money and $4,000 borrowed by
own money and $4,000 borrowed by
own money and $4,000 borrowed by creating unusual but tasty flavors like
creating unusual but tasty flavors like
creating unusual but tasty flavors like Chubby Hubby and the 14 thousand calorie
Chubby Hubby and the 14 thousand calorie
Chubby Hubby and the 14 thousand calorie ver monster which was Greenfields job to
ver monster which was Greenfields job to
ver monster which was Greenfields job to manufacture and sponsoring community
manufacture and sponsoring community
manufacture and sponsoring community events
events
events word of the store quickly spread
word of the store quickly spread
word of the store quickly spread throughout the town by the end of 1984
throughout the town by the end of 1984
throughout the town by the end of 1984 Ben and Jerry’s had sales in excess of
Ben and Jerry’s had sales in excess of
Ben and Jerry’s had sales in excess of four million dollars double the figure
four million dollars double the figure
four million dollars double the figure from the previous year by 1999 the
from the previous year by 1999 the
from the previous year by 1999 the company’s total revenue was 237 million
company’s total revenue was 237 million
company’s total revenue was 237 million dollars through a strategy of engaging
dollars through a strategy of engaging
dollars through a strategy of engaging in social activism and corporate social
in social activism and corporate social
in social activism and corporate social responsibility and using all-natural
responsibility and using all-natural
responsibility and using all-natural ingredients for their products Ben and
ingredients for their products Ben and
ingredients for their products Ben and Jerry’s stood out in a highly
Jerry’s stood out in a highly
Jerry’s stood out in a highly competitive industry in 2000 the company
competitive industry in 2000 the company
competitive industry in 2000 the company and its franchises were acquired by
and its franchises were acquired by
and its franchises were acquired by Unilever for 326 million dollars by
Unilever for 326 million dollars by
Unilever for 326 million dollars by following their passion for the food
following their passion for the food
following their passion for the food industry and by believing in their
industry and by believing in their
industry and by believing in their socially conscious ideals Ben and Jerry
socially conscious ideals Ben and Jerry
socially conscious ideals Ben and Jerry really do go from a five dollar course
really do go from a five dollar course
really do go from a five dollar course and wrenching an abandoned gas station
and wrenching an abandoned gas station
and wrenching an abandoned gas station into building a well known brand and
into building a well known brand and
into building a well known brand and being acquired for over three hundred
being acquired for over three hundred
being acquired for over three hundred million dollars to help you copy their
million dollars to help you copy their
million dollars to help you copy their success here are the top three action
success here are the top three action
success here are the top three action items and you can learn from Ben & Jerry
action item number one behave
action item number one behave responsibly if you look at any lasting
responsibly if you look at any lasting
responsibly if you look at any lasting and successful company you’ll see that
and successful company you’ll see that
and successful company you’ll see that they have a set of core values that they
they have a set of core values that they
they have a set of core values that they really believe in it helps guide the
really believe in it helps guide the
really believe in it helps guide the decisions and also tracks employees and
decisions and also tracks employees and
decisions and also tracks employees and customers who believe the same way one
customers who believe the same way one
customers who believe the same way one example of a core value is behaving
example of a core value is behaving
example of a core value is behaving responsibly do you believe that your
responsibly do you believe that your
responsibly do you believe that your business should exist not just to serve
business should exist not just to serve
business should exist not just to serve your customers but also to serve the
your customers but also to serve the
your customers but also to serve the greater community if yes you should
greater community if yes you should
greater community if yes you should incorporate this message into everything
incorporate this message into everything
incorporate this message into everything you do so people know about it and will
you do so people know about it and will
you do so people know about it and will be attracted to your business Ben &
be attracted to your business Ben &
be attracted to your business Ben & Jerry’s has become famous not only for
Jerry’s has become famous not only for
Jerry’s has become famous not only for his unique and delicious flavors of ice
his unique and delicious flavors of ice
his unique and delicious flavors of ice cream but also for the path to complete
cream but also for the path to complete
cream but also for the path to complete oak to achieve a success from day one
oak to achieve a success from day one
oak to achieve a success from day one the two childhood friends knew that they
the two childhood friends knew that they
the two childhood friends knew that they wanted to build a different kind of
wanted to build a different kind of
wanted to build a different kind of business one that approached social
business one that approached social
business one that approached social responsibility was serious commitment
responsibility was serious commitment
responsibility was serious commitment with a business model that incorporated
with a business model that incorporated
with a business model that incorporated the principles of corporate social
the principles of corporate social
the principles of corporate social responsibility Ben & Jerry’s
responsibility Ben & Jerry’s
responsibility Ben & Jerry’s demonstrated that significant growth is
demonstrated that significant growth is
demonstrated that significant growth is possible even when a company looks
possible even when a company looks
possible even when a company looks beyond profits in the view of the public
beyond profits in the view of the public
beyond profits in the view of the public good
good
good according to Cohen and Greenfield Ben
according to Cohen and Greenfield Ben
according to Cohen and Greenfield Ben and I built Ben & Jerry’s on the idea
and I built Ben & Jerry’s on the idea
and I built Ben & Jerry’s on the idea that business has a responsibility to
that business has a responsibility to
that business has a responsibility to the community and environment if you
the community and environment if you
the community and environment if you open up the mind the opportunity to
open up the mind the opportunity to
open up the mind the opportunity to address both profits and social
address both profits and social
address both profits and social conditions are limitless
conditions are limitless
conditions are limitless it’s a process of innovation if we were
it’s a process of innovation if we were
it’s a process of innovation if we were going to have a business we were going
going to have a business we were going
going to have a business we were going to have one that was consistent with our
to have one that was consistent with our
to have one that was consistent with our values we measured our success not by
values we measured our success not by
values we measured our success not by how much we made but by how much we
how much we made but by how much we
how much we made but by how much we contribute to the community it was a
contribute to the community it was a
contribute to the community it was a two-part bottom line
two-part bottom line
two-part bottom line action item number two treat your
action item number two treat your
action item number two treat your workers well growth comes from people if
workers well growth comes from people if
workers well growth comes from people if you don’t bring on people then you’re
you don’t bring on people then you’re
you don’t bring on people then you’re always be limited in how much you can
always be limited in how much you can
always be limited in how much you can grow if you want your people to give
grow if you want your people to give
grow if you want your people to give their best to come up with creative
their best to come up with creative
their best to come up with creative ideas and tell the world about you treat
ideas and tell the world about you treat
ideas and tell the world about you treat them well it’s not just about money
them well it’s not just about money
them well it’s not just about money people want to feel like they’re part of
people want to feel like they’re part of
people want to feel like they’re part of something greater than themselves they
something greater than themselves they
something greater than themselves they want to work on challenging projects and
want to work on challenging projects and
want to work on challenging projects and feel like they’re growing when you treat
feel like they’re growing when you treat
feel like they’re growing when you treat your workers well you don’t just get
your workers well you don’t just get
your workers well you don’t just get more done you’ll have a lot more fun in
more done you’ll have a lot more fun in
more done you’ll have a lot more fun in 1987 Greenfield came up with the idea
1987 Greenfield came up with the idea
1987 Greenfield came up with the idea for Ben and Jerry’s joy game with a
for Ben and Jerry’s joy game with a
for Ben and Jerry’s joy game with a mission to infuse joy into everything we
mission to infuse joy into everything we
mission to infuse joy into everything we do the Vermont hippies wanted to be fun
do the Vermont hippies wanted to be fun
do the Vermont hippies wanted to be fun and have an official part of their
and have an official part of their
and have an official part of their company culture initially the joy gangs
company culture initially the joy gangs
company culture initially the joy gangs activities were limited to providing
activities were limited to providing
activities were limited to providing free pizza and 15-minute massages to
free pizza and 15-minute massages to
free pizza and 15-minute massages to staff however as the company expanded so
staff however as the company expanded so
staff however as the company expanded so too did the range of the joy gang’s
too did the range of the joy gang’s
too did the range of the joy gang’s projects today the joy gangs approach to
projects today the joy gangs approach to
projects today the joy gangs approach to bringing fun to the workplace is
bringing fun to the workplace is
bringing fun to the workplace is three-pronged Joe gang grants awards up
three-pronged Joe gang grants awards up
three-pronged Joe gang grants awards up to five hundred dollars to employees who
to five hundred dollars to employees who
to five hundred dollars to employees who have an idea on how to make work more
have an idea on how to make work more
have an idea on how to make work more fun from producing the hot cocoa machine
fun from producing the hot cocoa machine
fun from producing the hot cocoa machine for the company’s freezer crew to a
for the company’s freezer crew to a
for the company’s freezer crew to a stereo for the production crew Cohen and
stereo for the production crew Cohen and
stereo for the production crew Cohen and Greenfield were willing to fund any
Greenfield were willing to fund any
Greenfield were willing to fund any creative ideas that might make for
creative ideas that might make for
creative ideas that might make for happier workers along with other
happier workers along with other
happier workers along with other incentives and benefits such as allowing
incentives and benefits such as allowing
incentives and benefits such as allowing workers bring their dogs to work or
workers bring their dogs to work or
workers bring their dogs to work or jeans if the offers workers chose to
jeans if the offers workers chose to
jeans if the offers workers chose to according the corn in Greenfield we
according the corn in Greenfield we
according the corn in Greenfield we thought why don’t we get together and do
thought why don’t we get together and do
thought why don’t we get together and do something fun and be our own bosses and
something fun and be our own bosses and
something fun and be our own bosses and since we like to eat we should do
since we like to eat we should do
since we like to eat we should do something with food we wanted our
something with food we wanted our
something with food we wanted our workers to work hard but do it in an
workers to work hard but do it in an
workers to work hard but do it in an environment that was fun
environment that was fun
environment that was fun no one wants to dread going to work our
no one wants to dread going to work our
no one wants to dread going to work our employees are what makes Ben and Jerry’s
employees are what makes Ben and Jerry’s
employees are what makes Ben and Jerry’s successful action item number three
successful action item number three
successful action item number three challenge the big guys whatever industry
challenge the big guys whatever industry
challenge the big guys whatever industry you’re in
you’re in
you’re in they’re probably big companies already
they’re probably big companies already
they’re probably big companies already dominating your market don’t be afraid
dominating your market don’t be afraid
dominating your market don’t be afraid of them just find a different way to do
of them just find a different way to do
of them just find a different way to do things smaller companies are more agile
things smaller companies are more agile
things smaller companies are more agile chemic decisions quickly can provide
chemic decisions quickly can provide
chemic decisions quickly can provide better service and can get closer to the
better service and can get closer to the
better service and can get closer to the customers use those benefits as a way to
customers use those benefits as a way to
customers use those benefits as a way to challenge the big guys and start winning
challenge the big guys and start winning
challenge the big guys and start winning some market share corn and green filled
some market share corn and green filled
some market share corn and green filled with just a couple of hippies try to
with just a couple of hippies try to
with just a couple of hippies try to avoid becoming simply another big
avoid becoming simply another big
avoid becoming simply another big company living through the 1960s a to
company living through the 1960s a to
company living through the 1960s a to dislike business for all of its negative
dislike business for all of its negative
dislike business for all of its negative social and environmental effects 1984
social and environmental effects 1984
social and environmental effects 1984 big business came out to the little guys
big business came out to the little guys
big business came out to the little guys pillsbury the multi-million dollar
pillsbury the multi-million dollar
pillsbury the multi-million dollar company behind haagen-dazs began to feel
company behind haagen-dazs began to feel
company behind haagen-dazs began to feel threatened by the rapid growth of ben
threatened by the rapid growth of ben
threatened by the rapid growth of ben and jerry’s an attempt to shut down the
and jerry’s an attempt to shut down the
and jerry’s an attempt to shut down the young upstarts Pillsbury game Ben and
young upstarts Pillsbury game Ben and
young upstarts Pillsbury game Ben and Jerry’s distributors throughout Boston
Jerry’s distributors throughout Boston
Jerry’s distributors throughout Boston an ultimatum Sal haagen-dazs or Sal Ben
an ultimatum Sal haagen-dazs or Sal Ben
an ultimatum Sal haagen-dazs or Sal Ben and Jerry’s but not both corn and
and Jerry’s but not both corn and
and Jerry’s but not both corn and Greenfield were not about to let this
Greenfield were not about to let this
Greenfield were not about to let this corporate giant shut them down after
corporate giant shut them down after
corporate giant shut them down after finding little hope and their legal
finding little hope and their legal
finding little hope and their legal options the two decided to take matters
options the two decided to take matters
options the two decided to take matters into their own hands together they
into their own hands together they
into their own hands together they launched their now famous what’s a
launched their now famous what’s a
launched their now famous what’s a Doughboy afraid of campaign and began
Doughboy afraid of campaign and began
Doughboy afraid of campaign and began taking it as public as they could from
taking it as public as they could from
taking it as public as they could from placing advertisements on the side of
placing advertisements on the side of
placing advertisements on the side of buses to renting banner planes for
buses to renting banner planes for
buses to renting banner planes for flying around major sporting events
flying around major sporting events
flying around major sporting events corner Greenfeld did whatever they could
corner Greenfeld did whatever they could
corner Greenfeld did whatever they could to think of to gain support for their
to think of to gain support for their
to think of to gain support for their little business it worked and only made
little business it worked and only made
little business it worked and only made Ben & Jerry’s more successful
Ben & Jerry’s more successful
Ben & Jerry’s more successful according to Conan Greenfield we rally
according to Conan Greenfield we rally
according to Conan Greenfield we rally people around our cause and it worked
people around our cause and it worked
people around our cause and it worked we started getting like a hundred calls
we started getting like a hundred calls
we started getting like a hundred calls a night most of them between the hours
a night most of them between the hours
a night most of them between the hours of midnight and 3:00 a.m.
of midnight and 3:00 a.m.
of midnight and 3:00 a.m. help to Vermont hippies fight the giant
help to Vermont hippies fight the giant
help to Vermont hippies fight the giant Pillsbury corporation we did not want to
Pillsbury corporation we did not want to
Pillsbury corporation we did not want to become another cog in the economic
become another cog in the economic
become another cog in the economic machine
machine
machine so remember behave responsibly treat
so remember behave responsibly treat
so remember behave responsibly treat your workers well and challenge the big
your workers well and challenge the big
your workers well and challenge the big guys to finish up this video I wanted to
guys to finish up this video I wanted to
guys to finish up this video I wanted to share one of my favorite true stories
share one of my favorite true stories
share one of my favorite true stories about Ben and Jerry and some of their
about Ben and Jerry and some of their
about Ben and Jerry and some of their best quotes when Jerry Greenfield was
best quotes when Jerry Greenfield was
best quotes when Jerry Greenfield was asked to speak at the college of new
asked to speak at the college of new
asked to speak at the college of new jersey for seniors week he discussed the
jersey for seniors week he discussed the
jersey for seniors week he discussed the decision to sell Ben & Jerry’s a
decision to sell Ben & Jerry’s a
decision to sell Ben & Jerry’s a Unilever he said we sold to them because
Unilever he said we sold to them because
Unilever he said we sold to them because they had a good sense of humor the same
they had a good sense of humor the same
they had a good sense of humor the same day they bought Ben & Jerry’s they
day they bought Ben & Jerry’s they
day they bought Ben & Jerry’s they bought slim-fast
thank you for joining me for another
thank you for joining me for another edition of all in the masters if you
edition of all in the masters if you
edition of all in the masters if you like the video and you want to see more
like the video and you want to see more
like the video and you want to see more please give it a thumbs up below and I’d
please give it a thumbs up below and I’d
please give it a thumbs up below and I’d also love to hear your thoughts and
also love to hear your thoughts and
also love to hear your thoughts and feedback review a question about your
feedback review a question about your
feedback review a question about your business please leave in the comments
business please leave in the comments
business please leave in the comments below I always check those out so thank
below I always check those out so thank
below I always check those out so thank you and we’ll see you on the next
you and we’ll see you on the next
you and we’ll see you on the next episode
”
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