CHAPTER 9
The New Business of Change
HE LOVED ICE CREAM, BUT HE COULD NEVER TASTE or smell it, because he suffered from a rare condition called anosmia.1 He and his childhood buddy would take a correspondence course on ice cream making and open a small ice cream shop in an abandoned gas station in Burlington, Vermont, in the spring of 1978. Because he could not really taste or smell the product he was selling, he decided to add chunks to it so that customers could gain another sensory experience with ice cream.
He was Ben Cohen. His childhood buddy was Jerry Greenfield. Their company was Ben & Jerry’s. The company would end up making a huge difference in business and society, and along the way make a ton of ice cream with flavors like Half Baked, ...
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