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Barry J. Nalebuff
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Mission in a Bottle: The Honest Guide to Doing Business Differently--and Succeeding Hardcover – September 3, 2013

by Seth Goldman (Author), Barry Nalebuff (Author), Sungyoon Choi (Illustrator)
4.6 out of 5 stars 215 ratings
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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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  1. Print length
    288 pages
  2. Language
    English
  3. Publisher
    Crown Currency
  4. Publication date
    September 3, 2013
  5. Dimensions
    6.35 x 0.87 x 9.4 inches
  6. ISBN-10
    0770437494
  7. ISBN-13
    978-0770437497
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Editorial Reviews

From Booklist

Nalebuff and his former student, Goldman, founded Honest Tea—a beverage company offering organic, freshly brewed, lightly sweetened bottled tea—which survived and succeeded to become an independent unit of Coca-Cola. Their aim was to establish a brand that would capitalize on the movement in the U.S. toward healthier, greener lifestyles—a mission-driven business in a highly competitive industry. The story is told in three parts, Start-Up, Growing Pains, and A Brand Emerges, with a thought-provoking set of Lessons Learned after each section. The book is rich in tips and instructions using an engaging graphic-novel format for generations of comic-book enthusiasts among entrepreneurs, would-be entrepreneurs, and customers. This is detailed advice stemming from the authors’ 15-year adventure, during which their setbacks could have brought down a similarly situated company. Goldman and Nalebuff explain how we survived our mistakes and bad luck to still be around when the good fortune arose. A timely book for a wide range of library patrons. --Mary Whaley

Review

“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

 

Product details

  • Publisher ‏ : ‎ Crown Currency; First Edition (September 3, 2013)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 288 pages
  • ISBN-10 ‏ : ‎ 0770437494
  • ISBN-13 ‏ : ‎ 978-0770437497
  • Item Weight ‏ : ‎ 1.35 pounds
  • Dimensions ‏ : ‎ 6.35 x 0.87 x 9.4 inches
  • Customer Reviews:
    4.6 out of 5 stars 215 ratings

About the authors

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  1. Barry J. Nalebuff

    Barry J. Nalebuff

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    Barry J. Nalebuff is the Milton Steinbach Professor at the Yale School of Management. Nalebuff applies game theory to business strategy and is the co-founder of one of America's fastest-growing companies, Honest Tea.

    See more on the author's page
  2. Sungyoon Choi

    Sungyoon Choi

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    Discover more of the author’s books, see similar authors, read book recommendations and more.

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  3. Seth Goldman

    Seth Goldman

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    Full content visible, double tap to read brief content.

    Seth Goldman is cofounder and TeaEO of Honest Tea, the nation's top-selling organic bottle tea. He serves on the boards of Happy Baby, Bethesda Green, the American Beverage Association, Beyond Meat,Maryland’s Economic Development Commission, and the advisory board of Net Impact. Seth is a graduate of Harvard College and Yale School of Management. He lives with his wife and three boys in an eco-friendly house in Bethesda, Maryland, a short bike ride from Honest Tea’s headquarters.

    See more on the author's page
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4.6 out of 5 stars
215 global ratings

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Customers say

Customers find this book to be a must-read for entrepreneurs, appreciating its fun comic book format. The information quality receives positive feedback, with customers describing it as an inspiring piece of literature that serves as a good guide for business.

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53 customers mention "Readability"50 positive3 negative

Customers find the book readable and engaging, describing it as a must-read for entrepreneurs with a five-star story.

"Loved the peak behind the scenes on starting and scaling a business. Very unique way to convey the message as a graphic novel...." Read more

"...Don't be fooled by the beautiful artwork- this is a real business book with hard learned lessons, failures, successes, tough choices and everything..." Read more

"...would be irritated by the 'graphic novel' style, but I think it works very effectively, especially to get over some pretty subtle points...." Read more

"...the type of book I normally read, but due to its uniqueness compared to other business books, I was intrigued...." Read more

25 customers mention "Information quality"25 positive0 negative

Customers find the book informative and inspiring, describing it as a good guide for entrepreneurs.

"...Very unique way to convey the message as a graphic novel. I wish more books were like this. Great story. Great motivation. Great insight" Read more

"...by the beautiful artwork- this is a real business book with hard learned lessons, failures, successes, tough choices and everything that makes a..." Read more

"...of all the conversations, creative brainstorming, essential events and meetings, and even a near death experience that leads to the eventual success..." Read more

"...of information within the covers that I believe aspiring entrepreneurs would appreciate and the artistic renderings help create strong imagery which..." Read more

18 customers mention "Comic book format"18 positive0 negative

Customers enjoy the comic book format of the book, describing it as a fun read.

"...What the authors manage to do is tell that story in an amazingly enjoyable way...." Read more

"...I found the graphic novel format to be a much more approachable format to tell their story...." Read more

"...quick-read book which I found to be refreshing given it's graphic novel format...." Read more

"...The comic book layout made the entire thing more engaging and fun to read!..." Read more

Such an original format for a business book!
5 out of 5 stars
Such an original format for a business book!
This was such a fun read! I cruised through it in just two short sittings. So needless to say, I really enjoyed it! Not only did I have SO much fun reading this book, it also convinced me to go out and try Honest Tea, embarrassingly, for the first time. And I warn you... if you haven't tried the teas yet...you're going to want to! They are DELICIOUS. Seth and Barry's story is so inspirational. I love that the book started at the very beginning so we were able to see how things transformed over time! I will admit that some of the more technical things were a bit dry to me, like the math behind their pricing and such things. But overall, I was hooked. I couldn't stop reading because I just had to know what happened next! The artwork was lovely! It was so simple, but so intriguing. I really enjoyed the element of humor that was in both the text and the art. For example, when Barry was talking to his class about there being a hole in the market, the artwork showed him in a whirlpool, sinking. Then in the next panel, he's asking the class about bubbles, and he's floating in the air on a bubble! Next, they're talking about packaging and he's swimming in a large pile of bottles! My favorite passage: As a game theorist, I encourage people to truly understand the other party's perspective. When you put yourself in their position, it isn't what you would do wearing their shoes, it's what they would do wearing their shoes. No surprise, but that's much easier said than done, especially when their shoes don't fit you feet or your worldview. Honest Tea has helped me appreciate that consumers make decisions every day that can tilt the world a little closer to the one we want, rather than the one we live in.
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Top reviews from the United States

  • Jeni W
    5.0 out of 5 stars Best Business Start Up Book
    Reviewed in the United States on November 12, 2024
    Verified Purchase
    Loved the peak behind the scenes on starting and scaling a business. Very unique way to convey the message as a graphic novel. I wish more books were like this. Great story. Great motivation. Great insight
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  • the benny
    5.0 out of 5 stars One of my new favorite business books
    Reviewed in the United States on January 2, 2014
    Verified Purchase
    in the late 90's I lived a few blocks from the Honest Tea offices. At the time they were just a small local company struggling to carve out a niche against giant brands like Snapple.

    Fast forward to 2014 and they are now owned by Coca-Cola, but still focused on being a company for change- organic teas, fair trade labor standards, and a culture that promotes doing the right thing along with being profitable. They didn't shortchange their values for a quick dollar.

    What the authors manage to do is tell that story in an amazingly enjoyable way. Yes, there are struggles, mistakes, moments when the future of the company is on the brink. But it's told in such a way that it becomes a page turning 'mystery' instead of a dry, dull business book.

    The graphic novel format the authors chose makes it even more enjoyable to read and the graphics are beautiful and only add to the story.

    Don't be fooled by the beautiful artwork- this is a real business book with hard learned lessons, failures, successes, tough choices and everything that makes a great business success story.

    If you're not familiar with the Honest Tea line of products- find some. If you're not familiar with the decade long story of 'the little tea company that could'- read this book and enjoy.
    One person found this helpful
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  • William Keyser, Venture Founders LLC
    5.0 out of 5 stars A cracking good example of startup storytelling
    Reviewed in the United States on December 2, 2013
    Verified Purchase
    At first I thought that I would be irritated by the 'graphic novel' style, but I think it works very effectively, especially to get over some pretty subtle points. I very much liked the graphic means of storytelling. Storytelling makes an emotional appeal to grab the reader and Mission in a Bottle does that even more effectively than would have been the case had Seth and Barry used a classic business book approach. I particularly enjoyed the way they described the turning down of the offer from Nestlé and the acceptance of the one from Coke. It displayed the company's strategy in a way that is not 'fluff', the term of disapprobation used by Richard Rumelt (Good Strategy Bad Strategy: The Difference and Why It Matters) for so many weak strategy statements.

    Entrepreneurship students (I teach both entrepreneurship and strategy on an MBA program) would do well to read this book very carefully, as much for what the authors do not say about the entrepreneurial adventure. I told Barry that i was likely to use the book as a set text on my course next year. So I must have liked it a lot.

    There are so many theories of entrepreneurship and for every one there are examples of its disproof, While I do make some general statements about what works, each case is different. That's what makes Mission in a Bottle so appealing, because the reader can draw on very specific case material, and realize that, for example, the issues in soft drink distribution do not apply in other sectors, but the 'moral' of the story can still be drawn.

    I wish I had read Mission in a Bottle before I wrote my ebook, Telling StartUp Stories: Keep the End in Mind, since Mission in a Bottle is one of the best examples of startup storytelling I have ever encountered.
    4 people found this helpful
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  • Diego M
    5.0 out of 5 stars Genius Format
    Reviewed in the United States on September 30, 2013
    Verified Purchase
    Very enlightening. I found myself empathizing with the authors, appreciating their efforts and their mission to change the world through a small drink business. Proving that consumers care about quality. While reading I was learning from their mistakes and mentally taking notes about their strengths and ideals.

    I found the graphic novel format to be a much more approachable format to tell their story. The art was well-done, and used to enhance the story with visuals, but not in any way distracting. This is not the type of book I normally read, but due to its uniqueness compared to other business books, I was intrigued. This book has helped me understand the day-to-day struggles of being an entrepreneur, and about the rewards for the ones who can overcome them.

    Highly recommend it for upcoming entrepreneurs and young, impressionable minds who enjoy graphic novels. I believe the best way to get a child to read this, is to read it in front of them, and let their curiosity get the best of them.
    5 people found this helpful
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  • AL
    4.0 out of 5 stars Good insights from the company's founders
    Reviewed in the United States on May 22, 2014
    Verified Purchase
    This is an interesting, quick-read book which I found to be refreshing given it's graphic novel format. It tells us of the founders' experiences, the challenges they encountered, and how Honest Tea became what it is today. I have personally drank some of their teas before but only found a few i.e. less than five flavors to my liking. I am still not fully convinced with the part of being bought out by Coca-Cola even though the management team has remained intact but I can understand their position if I was in their shoes. The last part had a few tips which I much appreciate. Overall, an honestly good read and one that I would recommend for those looking to start a business, especially one in the F&B industry.
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  • Genius Juice CEO
    5.0 out of 5 stars Amazing Story Done In An Entertaining Way
    Reviewed in the United States on September 16, 2013
    Verified Purchase
    This book tells an amazing and seemingly unknown story of how Honest Tea came to be on of the premier cold tea new age beverages on the market. From a consumer standpoint, it's fascinating to see how this product got on the shelf and became a sensation. From an ENTREPRENEURIAL standpoint, it is even more intriguing and inspiring.

    It walks you through with beautiful illustrations of all the conversations, creative brainstorming, essential events and meetings, and even a near death experience that leads to the eventual success of Honest Tea. Truly inspiring and also gives a person insight into starting a business, and bringing a product to market. Definitely a quick read and very unique in its approach to telling a great story.
    9 people found this helpful
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Top reviews from other countries

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  • Venky
    5.0 out of 5 stars Must read for entrepreneurs
    Reviewed in Canada on July 6, 2020
    Verified Purchase
    One of the most interesting business books I've ever read. It's unique way of telling business concepts related to startups is amazing. Must read for entrepreneurs and startups.
    Report
  • Chris Davite
    5.0 out of 5 stars Great Insight
    Reviewed in Germany on June 21, 2016
    Verified Purchase
    For someone getting into the drinks industry and laucnhing a new product, this was an amazing book and the illustrations just make it easy and fun to read and learn.
    Report
  • Fossorier
    5.0 out of 5 stars Très bon livre, bon état
    Reviewed in France on November 12, 2017
    Verified Purchase
    Arrivé en excellent état, ce livre est de très bonne facture et je suis totalement satisfait de mon achat. Je le recommande vivement. Ça change des livres moralisateurs d'entrepreneurs. Les protagonistes racontent simplement leur histoire sans chercher à donner de leçons.
    Report
  • Dr Aniruddha Malpani, MD
    5.0 out of 5 stars Every entrepreneur should read this book!
    Reviewed in India on February 22, 2017
    Verified Purchase
    I love the graphic novel layout, which makes this a quick and fun read. Since it's a honestly told real life story, there are lots of lessons to be learned from it. Am looking forward to reading this many times and sharing it with many founders
    Report
  • J. Harskamp
    5.0 out of 5 stars Five Stars
    Reviewed in the United Kingdom on July 19, 2016
    Verified Purchase
    Great book
    Report