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Ben & Jerry's: Ben Cohen And Jerry Greenfield
How I Built This with Guy Raz
The Power of Projections
Ben and I didn't know how to write a business plan, but we have a friend who worked for the Small Business Administration. He got us a copy of a business plan that was from a pizza parlor in New York. Every place where it said slice of pizza, we crossed it out and wrote an ice cream cone. The projections told us that we weren't going to sell enough ice cream to stay in business. So we just changed the projections. Kind of like the government. You just make it up.
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