Sneak Peak - Chapter One
Hardcover: 304 pages
Publisher: Crown Business
Publish Date: Sept. 3, 2013
We were thirsty. We couldn't find anything we wanted to drink, so we started a company to make bottled iced tea that actually tasted like tea. Given all the beverages out there, you might think this was a recipe for disaster. You've got a professor and his former student, neither of whom had ever done anything like this. If it was such a good idea, why hadn't someone—someone who actually knew something about the beverage industry—already done it? The truth is, we stumbled quite a bit and ultimately succeeded both because of, and in spite of, our ignorance.
We created this book for much the same reason we founded Honest Tea; we wanted a book that we wish we could've read before we started out. And we want to prepare you for what to expect. We experienced countless rejections, sleepless nights, and close shaves with our life savings and even Seth's life. While this is a story about building a brand, it's also a story where life gets in the way. We share some of the personal struggles any entrepreneur inevitably faces while trying to balance the demands of raising a company and a family.
One reason we survived is we had the big picture right. That wasn't an accident. We'll take some trips to Barry's MBA classroom to illustrate how economic principles helped guide our decisions.
We'd like to think this isn't your typical How I Built My Business book. For starters, it looks like a comic book. We designed the book this way because we wanted the story to come alive. You get to share in our journey, meet some colorful characters, and not take us too seriously.
What's Your Mission? If you're seeking a career with purpose or simply want to learn how Seth & Barry did it, order Mission in a Bottle
In Chapter 40, Haarlem Honeybush, Seth and his son, Jonah, visit a South African cooperative from where Honest Tea sources its honeybush. In this addendum, Jonah shares his perspective on this special trip. Graphics and copy by Jonah Goldman.
How did we do it? Check out the Mission in a Bottle
book trailer to find out.
"Seth and Barry have translated the wild, often lonely entrepreneurship adventure into a completely candid and accessible must-read for anyone interested in starting or growing a business. Like their beautiful drinks, this book is truly and refreshingly honest."
"Seth Goldman and Barry Nalebuff 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 for those considering an entrepreneurial path -- MISSION IN A BOTTLE is a must-read."
"If you run a business, work for a business, want to know how business works, or – most important – are thinking of starting a business (or if you drink iced tea or want the world to be better) READ THIS BOOK! It's a great story, and the good guys win."
"When Seth left Calvert to launch Honest Tea, I was puzzled how a bottled tea venture could be so meaningful. This book is a courageous and frank story around his inspiring example of social entrepreneurship. I read it in one sitting."
"It's the honest voice of Seth and Barry coupled with the humanity of each believable scene that truly drew me in and made it so easy to read a brilliant business book disguised as a maybe comic book. This clever graphic novel is an inspiring business adventure that brought me back to the roller-coaster ride we have been on with Happy. A must read for budding or well-rooted entrepreneurs or really for anyone interested in what happens behind the scenes at a start-up. I loved it!"
"I love the Honest Tea story, and I'm flattered to be mentioned. It's really a great piece of work."
"Seth and Barry have a great story that translates into a fun and educative read. The depth and sincerity is clearly transmitted. I believe the book truly serves as a guide and will be much enjoyed by students and entrepreneurs alike."
"It takes equal parts audacity, creativity and vision to build a product and organization and Mission in a Bottle is about embracing and learning from failures with purpose as your North star. The playful graphic novel is a must read for anyone interested in social change regardless of the industry or sector they choose to pursue."
"Inspiringly honest. As a serial entrepreneur in impact investing, I found great insight in this fresh story of two humble guys building an important brand with integrity. Honest Tea failed forward in lots of little and sometimes big ways, but was built with the tenacity and patience to survive and thrive through it. This is a story for every entrepreneur, not just those working to better people and planet. But for those tackling the intractable issues of our world with optimism and impatience, it is a must read with fundamental learnings to reach the mountaintops even though the road is often hard and unclear."
"The story of Honest Tea was compelling and highlighted the ability to do good and make money—not as a trendy way of doing business but rather as the only way of doing business. The graphic novel approach allowed the true essence of Seth and Barry's characters to come alive. At different times I found myself laughing, nodding yes, having an "aha" moment, and screaming 'no, don't buy the manufacturing plant!' Thanks for the journey!"
"Mission in a Bottle is the most enjoyable business book I've ever read... and I've read a ton of them! It's an enormously helpful book of confessions and lessons on how to create a successful, values-driven company. By using a comic-book format, Seth and Barry made it refreshingly different and fun to read. "