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Mission in a Bottle

The Honest Guide to Doing Business Differently--and Succeeding

This book is available for download with iBooks on your Mac or iOS device, and with iTunes on your computer. Books can be read with iBooks on your Mac or iOS device.


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.

From Publishers Weekly

Aug 05, 2013 – Honest Tea cofounders Goldman and Nalebuff wisely enlist artist Choi (American Widow) to turn their story into an engaging and enlightening work of graphic nonfiction. Important aspects of starting their business—brewing large quantities of tea, choosing bottle and label designs, managing the supply and distribution chain—lend themselves to graphic storytelling. More importantly, Goldman, Nalebuff, and Choi craft a narrative that will reward readers, whether they are budding entrepreneurs themselves or casual readers. The Honest Tea story began when two men with different but complimentary personalities and ideas joined forces to create a company with a simple mission: to make iced tea from natural ingredients with a minimum of sugar. The authors discuss a variety of challenges they faced, from obtaining the right ingredients to finding brewing and bottling facilities, as well as problems posed by growth and success. They had certain advantages, however, having met at the Yale School of Management, where Nalebuff is a professor. The mission-driven nature of the company set it apart from others, although its recent purchase by Coca-Cola may cast a shadow on Goldman and Nalebuff’s early struggle to help their product succeed as a low-sugar alternative. Still, this candid portrait of leveraging resources to build a business from the ground up is a useful and cleverly conceptualized read.

Customer Reviews

To the tea!

I am a life long entrepreneur for better or worse; I'll say better since I have the time to read at my leisure. If you're like me or thinking of joining the entrepreneurial club (or just like a well told story), I recommend this one. It was a good read, very comfortable and quite informative. The illustrated angle helped the story line immensely.

If you are looking for inspiration, in need of some fresh mistakes to avoid or would like to find out what would happen if a highly motivated MBA student and a Yale management professor tried to run a business- look no further.

Great story

Excellent story! Love the passion, commitment to a business and product in a tough to enter market. Story is full of practical do's and dont's for any aspiring entrepreneur. The style of the book presented in a comic book fashion was unique, well done and creative. Thumbs up guys!

Honestly good book

After I got over my struggles with the comic book style (can’t scale text, can’t highlight passages, etc.), I loved the narrative and the focus on straight-forward lessons learn.

Mission in a Bottle
View in iTunes
  • $13.99
  • Available on iPhone, iPad, iPod touch, and Mac.
  • Category: Small Business & Entrepreneurship
  • Published: Sep 03, 2013
  • Publisher: The Crown Publishing Group
  • Seller: Penguin Random House LLC
  • Print Length: 288 Pages
  • Language: English
  • Requirements: To view this book, you must have an iOS device with iBooks 1.2 or later and iOS 4.2 or later, or a Mac with iBooks 1.0 or later and OS X 10.9 or later.

Customer Ratings