How Ben & Jerry's Made Ice Cream Iconic

Hey founders,

This week, let’s dive into some of the unconventional lessons from Ben & Jerry’s—one of the world’s most beloved (albeit controversial) brands. 

Before becoming a billion-dollar name, Ben Cohen and Jerry Greenfield were just two friends with a $5 ice cream course, a beat-up gas station, and a big vision. Along the way, they faced some unusual obstacles, grew fiercely loyal customers, and built an unmistakable brand. 

Their story is packed with lessons any founder can learn from, so here are three key takeaways to help you build a business that’s both impactful and resilient.

1. Start Small, Think Big

Ben & Jerry’s didn’t launch with a million-dollar budget or a high-tech factory. Instead, they started with a $5 ice cream course. Their first store was a renovated gas station in Burlington, Vermont 😆

Their biggest goal was to bring a sense of joy and community to their customers. But they quickly grew beyond just the product. They created an experience customers connected to. 

This small, mission-driven start set the foundation that ultimately helped grow Ben & Jerry’s to national success. 

Lesson: Every business journey starts somewhere. 

Maybe you’re bootstrapping with limited resources. Maybe this is your first business. Maybe this is your 10th! 

Wherever you are, the key is to have a mission that resonates deeply with your customers. 

Why are you doing this? What bigger purpose can your business serve? 

Focus on what you can deliver with excellence, create memorable customer experiences, and build a brand that people love. This approach is what helps you grow sustainably and attract loyal customers who feel like they’re part of something special.

2. Turn Challenges into Opportunities

When the cold Vermont winters threatened sales, Ben & Jerry’s got creative. 

They launched the “Penny Off Per Celsius Degree Below Zero” campaign, giving customers a reason to come in even at -10º Later, when Pillsbury tried to block a business deal, they launched the “What’s the Doughboy Afraid Of?” campaign, directly engaging customers to stand up against a corporate giant. 

By involving their community in their challenges and facing challenges head on, they built a brand that connected with customers on a personal level. 

Lesson: Every founder will face roadblocks.

Whether it’s tight budgets, competitive threats, or market obstacles, you will experience challenges. The key is in how you respond. 

How will you turn a challenge into a positive story? How can you involve your customers in a way that strengthens your brand? 

Sometimes, the solution isn’t about throwing money at the problem—it’s about using creativity to build deeper connections with your audience.

3. Balance Profit with Purpose

Like any business, Ben & Jerry’s needed to make profits. But they also prioritized social responsibility along the way. 

They launched the Ben & Jerry’s Foundation, committing a portion of their profits to social causes. They sourced ingredients responsibly, worked with ethical suppliers, and weren’t afraid to use their brand’s influence to support important causes. 

This balance of profit with purpose turned Ben & Jerry’s into more than an ice cream brand—it became a company that people respected and wanted to support because it aligned with their values.

Lesson: Today’s customers are looking for more than just a product; they want to support brands that stand for something. 

We’re certainly not advocating for creating unnecessary drama – especially in these political times! 😬

But when you build a brand that stands for something, you give yourself the opportunity to create a loyal base of customers who feel connected to you. 

Purpose-driven brands foster lasting relationships (think Patagonia) and create advocates for the business. This goes a long way. 

The Big Takeaway: A Business with Impact Lasts Longer

Ben & Jerry’s story shows that building a successful business isn’t just about achieving profits; it’s about creating meaningful connections with customers, building resilience through creativity, and having a positive impact on the world. 

Questions for the Road:

1. How can you start small and think big? What unique experience or value can you bring to your customers from day one?

2. When faced with a challenge, how can you turn it into an opportunity to engage your customers?

3. In what ways can your business support a cause that matters to your customers and align with your brand’s mission?

That’s it for this week! Remember, building a business with impact is one of the best ways to create a brand that people will love and support for years to come.

—The Tribe Team