Ben & Jerry's Double-Dip: Lead with Your Values and Make Money Too

From the day they founded Ben & Jerry's in 1978, through the twists and turns of building what is now a $160 million international company, Ben and Jerry have been as committed to turning business into a tool for social change as in turning premium ingredients into great ice cream. Here Ben and Jerry recount—with the irreverent humor and imagination that brought us such memorable flavors as "Cherry Garcia," "Wavy Gravy," and "Chubby Hubby"—some of their untraditional and most successful marketing strategies. With its seemingly wacky antics, controversial political stands, and iconoclastic corporate policies, the company that's come to embody socially responsible business has drawn skepticism, criticism, and ultimately, the amazement—and respect—of the business world. As Ben and Jerry explain, there's a method to their madness; that method is what they call 'values-led business.' "Ben & Jerry's Double-Dip" explains what values-led business is, why it's the best model for business today, and how anyone who owns, works for, invests in, or shops with a company can help make it a socially responsible business.