How I Built This with Guy Raz Ben & Jerry's: Ben Cohen And Jerry Greenfield (2017)
Mar 23, 2020
Ben Cohen and Jerry Greenfield, the dynamic co-founders of Ben & Jerry's, share the whimsical journey of launching their iconic ice cream brand in Vermont. They discuss their innovative, quirky flavors that stood out in a crowded market and the transformative impact of a Time magazine feature that catapulted them to fame. The duo also candidly talks about navigating challenges from bigger competitors while remaining committed to their social mission, blending personal passion with a corporate identity that values community engagement.
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Childhood Friends
- Ben Cohen and Jerry Greenfield, founders of Ben & Jerry's, first met in middle school gym class.
- They reconnected after college and decided to start a business together.
Start Small
- Consider starting with simpler ventures if initial investment costs are too high.
- Ben and Jerry initially wanted to open a bagel shop but switched to ice cream due to lower startup costs.
Meticulous Research
- Ben and Jerry meticulously researched business operations, utilizing SBA pamphlets and setting a modest profit goal of $20,000 each annually.
- Achieving this goal proved challenging, highlighting the realities of running a small business.