They Took a $5 Ice Cream Course. That Was the Beginning

Let’s just say it up front: Cherry Garcia is the best ice cream, period!

In 1977, two guys named Ben and Jerry decided to start a business together.

They were the inlikiest of entrepreneurs.

Both in their late 20s, Ben had dropped out of college and Jerry had failed to get into med school, twice. Neither of them had a background in food, business, or anything remotely useful.

But they knew two things:

1. They wanted to work for themselves.

2. They liked ice cream.

So they found a $5 correspondence course on how to make it. They took it.

And then (because they could not afford much else) they scraped together $12,000 to open a small scoop shop inside a renovated gas station in Burlington, Vermont.

That first year, they almost froze to death.

Literally. It was really cold. Ice cream in Vermont is not exactly a winter staple. But they hustled. They listened. They paid attention to what customers liked.

And then serendipitous the magic happened.

Turning it Around

Ben has a condition called anosmia; he has little to no sense of smell. And because smell is so linked to taste, he could not really taste ice cream like most people do.

That’s a problem when you are in the ice cream business.

But what Ben could do is feel texture. Crunch. Chew. Swirl.

So he started throwing big chunks into every batch: Chocolate. Cookies. Fudge. Peanut butter cups.

That personal quirk, that problem, that thing that made ice cream enjoyable for him turned out to be their magic ingredient, the thing customers loved most.

Follow Your Customers

So, like any good entrepreneur, Ben and Jerry leaned into it.

Chunky became the brand. Ben & Jerry’s ice cream was not smooth and fancy like Haagen Dazs or other premium ice creams, instead, it was chunky, different, unexpected, and delicious.

And the brand they created reflected that. Ben & Jerry’s was bold, different, fun. It had personality. Just like the founders.

They kept experimenting. Not just with flavors, but with values. They built a business that gave back. That spoke up. That stood for something.

And it worked.

In 2000, they sold to Unilever for $326 million.

Takeaway

Your “weakness” can actually be your edge. Start where you are, use what you have, and do not hide the weird parts . . . they just might be what makes you legendary.

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Steal This Strategy

📖 Book – Ben & Jerry's: The Inside Scoop
The behind-the-scenes story of how two regular guys built a purpose-driven brand people love.

🎥 Video – How Ben & Jerry’s Makes Ice Cream
A satisfying peek into their factory—and how they make those massive chunks work..

🎙️ Podcast – How I Built This: Ben & Jerry’s
A wild and funny episode on the early days, near-failures, and breakthrough moments.

🛠️ Course – Fund it Without a Loan
Need money to start or grow your business? Check out my latest offering!

Today’s Quote

“If it’s not fun, why do it?”
— Ben & Jerry’s motto

About Steve

Steve Strauss is the best-selling author of The Small Business Bible (and 17 other books), Inc.’s small business columnist, a lawyer (non-practicing), and an entrepreneur. He sold his last venture, TheSelfEmployed.com to Mark Cuban & Zen Business. Need a ghostwriter or a newsletter for your business? Contact Steve!

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