Synopses & Reviews
In an incredibly fun and accessible two-color graphic-book format, the cofounders of Honest Tea tell the engaging story of how they created and built a mission-driven business, offering a wealth of insights and advice to entrepreneurs, would-be entrepreneurs, and millions of Honest Tea drinkers about the challenges and hurdles of creating a successful business--and the importance of perseverance and creative problem-solving.
Seth Goldman and Barry Nalebuff began Honest Tea fifteen years ago with little more than a tea leaf of an idea and a passion to offer organic, freshly brewed, lightly sweetened bottled tea. Today Honest Tea is a rapidly expanding national brand sold in more than 100,0000 grocery stores, restaurants, convenience stores and drugstores across the country. The brand has flourished as American consumers move toward healthier and greener lifestyles.
"Honest Tea cofounders Goldman and Nalebuff wisely enlist artist Choi (American Widow) to turn their story into an engaging and enlightening work of graphic nonfiction. Important aspects of starting their business brewing large quantities of tea, choosing bottle and label designs, managing the supply and distribution chain lend themselves to graphic storytelling. More importantly, Goldman, Nalebuff, and Choi craft a narrative that will reward readers, whether they are budding entrepreneurs themselves or casual readers. The Honest Tea story began when two men with different but complimentary personalities and ideas joined forces to create a company with a simple mission: to make iced tea from natural ingredients with a minimum of sugar. The authors discuss a variety of challenges they faced, from obtaining the right ingredients to finding brewing and bottling facilities, as well as problems posed by growth and success. They had certain advantages, however, having met at the Yale School of Management, where Nalebuff is a professor. The mission-driven nature of the company set it apart from others, although its recent purchase by Coca-Cola may cast a shadow on Goldman and Nalebuff's early struggle to help their product succeed as a low-sugar alternative. Still, this candid portrait of leveraging resources to build a business from the ground up is a useful and cleverly conceptualized read. Agent: Susan Ginsburg, Writers House. (Sept.)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved.
About the Author
is the Milton Steinbach Professor at Yale School of Management, where he teaches negotiation, innovation, and strategy. He is the coauthor of Thinking Strategically, Co-opetition, Why Not?, and The Art of Strategy. A graduate of MIT, and a Rhodes Scholar, he earned his doctorate at Oxford University. He has been a columnist for Forbes, and a regular commentator on Marketplace.
SETH GOLDMAN is the president and TeaEO of Honest Tea, which he cofounded with Barry Nalebuff in 1997. He is an internationally recognized spokesman for mission-driven enterprise and sustainability. He appears regularly on MSNBC, CNBC, and Fox. He blogs for Treehugger.com, Inc.com, The Huffington Post, and the New York Times.