Sweet Success: Here's the ice cream guide to doing business differently AND effectively!
| From the desk of Miles Everson: Hi! Happy Monday, everyone. Let’s start the day with an inspiring story from today’s “Marketing Marvels.” In these articles, I feature excellent individuals from whom we can learn incredible insights in marketing and business. For now, let’s put the spotlight on the business legacy of these two lifelong friends. Keep reading the article below to learn more. |
Sweet Success: Here's the ice cream guide to doing business differently AND effectively! Have you ever wondered what happens when two misfits ignore the rules and follow their gut—LITERALLY? Most startups are obsessed with sleek decks, market validation, and growth hacks… but every once in a while, a business comes along that’s built not on spreadsheets and strategy, but on guts, grit, and a little bit of groove. It’s the kind of brand that makes you laugh, think, and crave dessert all at the same time. Basically, such a brand doesn’t just sell a product but also makes a statement. The wild part? It works! That’s the story of two lifelong friends who transformed a single scoop shop in a converted gas station into a global symbol of sweet rebellion. Let’s take a deep dive into their story… From Failed Dreams to Frozen Dreams Ben Cohen and Jerry Greenfield weren’t supposed to be business legends.
Born just four days apart in 1951 in Brooklyn and Long Island respectively, Cohen and Greenfield first met in middle school gym class. Neither of them was particularly athletic. In fact, Cohen hated running so much that Greenfield literally had to run alongside him to cheer him on. That pretty much set the tone for their lifelong partnership—equal parts humor, heart, and hustle. Cohen tried and failed at multiple career paths, bouncing between jobs as a potter, craft teacher, and taxi driver. Meanwhile, Greenfield dreamed of becoming a doctor but couldn’t get into med school. Rejected but not defeated, the two friends decided to pivot—and do something fun instead. They took a USD 5 correspondence course on ice cream-making from Penn State, scraped together USD 12,000 (with a USD 4,000 loan), and opened their first scoop shop in 1978 in Burlington, Vermont, inside a rundown gas station. With zero business experience but plenty of heart, Cohen and Greenfield just wanted to make people happy. Little did they know, they were starting a movement. That’s when Ben & Jerry’s Ice Cream was born…
From day one of their business venture, Cohen and Greenfield did things differently. Cohen, who has a severe sinus condition that dulls his sense of taste, leaned heavily on texture—which is why Ben & Jerry’s Ice Cream is famously stuffed with huge chunks of cookie dough, brownies, caramel swirls, and more. Greenfield handled the production side, making sure the product was consistently rich, creamy, and delightful. However, what really made them stand out wasn’t just the flavors; it was also the attitude. The Ben & Jerry’s Ice Cream brand oozed personality:
… and behind that quirky exterior? A business philosophy rooted in radical values. Cohen and Greenfield believed businesses should exist for more than just profit—a groundbreaking idea at the time. So, they built their company on a three-part mission:
The founders weren’t afraid to get political, either. From campaigning against climate change to supporting marriage equality and racial justice, Cohen and Greenfield used their ice cream business platform to speak loudly and act boldly—even when it ruffled feathers. As a result, people respected them for it. Lessons Worth a Double Scoop So, what can modern entrepreneurs, marketers, and brand builders learn from these two ice cream rebels? There’s actually A LOT! Here’s the cherry on top:
The Final Scoop Cohen and Greenfield didn’t just redefine dessert; they also redefined business. They are proof that a couple of underdogs with a dream (and a freezer) could take on corporate giants and still keep their soul. They show us that you can be silly and serious, goofy and grounded at the same time—that being different isn’t a risk; it’s your biggest advantage. … and maybe, just maybe, they remind us that the sweetest success isn’t just about the bottom line. Sometimes, it’s about what you stand for along the way. After all, in business and in life, the best flavors always come with a little extra chunk. Hope you’ve found this week’s topic interesting and helpful. Stay tuned for next Monday’s Marketing Marvels! AI has drastically reshaped how industries work… and thus far, consulting hasn’t been spared from this. Despite this, this female CEO has helped one of America’s biggest consulting firms navigate the changes brought about by AI. Learn more about Julie Sweet in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
