Mission in a Bottle: The Honest Guide to Doing Business Differently--and Succeeding [NOOK Book]


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 ...
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Mission in a Bottle: The Honest Guide to Doing Business Differently--and Succeeding

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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.
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Editorial Reviews

Library Journal
Honest Tea started out as a small mission-driven product line that wound up ten years later as favorites of President Barack Obama and TV personality Oprah Winfrey and then attracted a generous buyout from Coca-Cola. Company cofounders Goldman and Nalebuff here recount their nail-biting ride to success, while making the entertaining story sound like how their products are advertised: honest and a bit sweet. The chronology switchbacks can get confusing, and many anecdotes raise questions. Yet they provide a good picture of the hopes, grueling work, and chaos that come with starting a new business. Among their all-too-typical problems are deadbeat customers, subpar employees, the discovery of strange objects in the bottles, supply/demand imbalances, distributor uncertainties, and financial challenges. Solving one problem could easily create others, while solutions sometimes came from unexpected quarters. Throughout, artist Choi (American Widow) supplies simple and attractive two-color art that works well with the book's message: Goldman and Nalebuff did so well largely because they believe in their products, which do respond to consumer desire for healthier organic beverages made through environmentally sustainable methods. VERDICT Honest Tea's lessons—believe in your dreams, work hard, treat everyone honestly, and respect the environment—will benefit many readers, from business school students to retirees reinventing their future.—M.C.
Publishers Weekly
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.)
From the Publisher
“Stories of American business start-ups are a dime a dozen, which makes margins on them very thin. This might be why this graphic book about Honest Tea from its co-founders Seth Goldman and Barry Nalebuff feels like their products – a little unsweetened and, well, honest.” - Financial Times

“Seth and Barry have translated the wild, often lonely entrepreneural adventure into a delightfully candid and accessible read for anyone interested in starting or growing a business. Like their beautiful drinks, this book is refreshingly honest.”
—Gary Hirshberg, Co-founder and Chairman, Stonyfield Farm
“If you run a business, work for a business, want to know how business works, or are thinking of starting a business, READ THIS BOOK! It’s a great story, and the good guys win.”
—Andrew Tobias, The Only Investment Guide You’ll Ever Need

"The honest voices of Seth and Barry coupled with the humanity of each scene drew me in and made it easy to read this brilliant business book disguised as a comic. A must-read for budding or well-rooted entrepreneurs—or really anyone interested in what happens behind the scenes at a start-up. I loved it!"
—Shazi Visram, Founder and CEO of Happy Family
"When Seth left Calvert to launch Honest Tea, I was puzzled how a bottled tea venture could be so meaningful. Now I know. Mission in a Bottle is a courageous, engaging, and frank story around his inspiring example of social entrepreneurship. I read it in one sitting."
—Wayne Silby, Founding Chair, Calvert Funds

“Seth and Barry have crafted a rich and compelling story and told it with the perfect blend of inspiration and humility. For anybody who has started a business—and especially those considering an entrepreneurial path—MISSION IN A BOTTLE is a must-read.”
—Daniel Pink, author of To Sell is Human and Drive

An utterly engrossing story of the frustrations and ecstasies involved in transforming a simple idea into a hugely successful bsuiness. Anyone who has ever been curious about the inner-workings of a start-up will find this intimate account both refreshing and--need it be said?--honest.
- Joshua Foer, author of Moonwalking with Einstein


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Product Details

  • ISBN-13: 9780770437503
  • Publisher: The Crown Publishing Group
  • Publication date: 9/3/2013
  • Sold by: Random House
  • Format: eBook
  • Pages: 304
  • Sales rank: 950,609
  • File size: 64 MB
  • Note: This product may take a few minutes to download.

Meet the Author

BARRY NALEBUFF 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.
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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted December 27, 2013

    Breath of fresh air

    This book has renewed my belief in the idea, staying honest and true to your principles can lead to its own rewards.

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