Building a Nationally Renowned Brand Without Selling Your Soul

Honest Tea co-founder Seth Goldman

From organic ingredients to guerrilla marketing, Honest Tea is the poster child for doing business differently. So it’s not entirely surprising that when company co-founders Seth Goldman and Barry Nalebuff set out to tell their roller-coaster ride to success, they wrote it as a memoir in comic book form. Mission in a Bottle, which comes out Sept. 3, is disarmingly informal and frank, much like CEO Goldman, who, between meeting with executives at brand owner Coca-Cola and speaking at a cooperative grocers’ conference, discussed the challenges of launching and preserving an unusual brand.