Sixteen years ago, Seth Goldman and Barry Nalebuff decided to take on the sticky sweet beverage industry with a healthy, bottled tea. They wanted to do things differently, so they conceived Honest Tea, a product committed to high quality ingredients and socially responsible business. Now, they've elected to do things differently again by sharing their story through, surprisingly, a comic book. When I sat down to read Mission in a Bottle, I thought I was in for some light, summer reading. But the book's graphic novel style belies the depth found in its pages. Although described as a business guide, Mission in a Bottle is actually a very personal memoir on leadership and the creation of a brand, elevated with some choice lessons for entrepreneurs.

Making business personal

Memoirs can often be an instrument for chronicling a transformational story of identity realization and fulfillment. Mission in a Bottle is the account of Seth's growth into a leader (Tea-EO) of Honest Tea and the growth of the partnership he shared with Barry. This is also undeniably an account of the materialization of Honest Tea as a brand, an identity that is just as personal as its founders', in large part because it is instilled with their values and passed onto their dedicated following of tea consumers.

Meet Seth Goldman on Wednesday, Sept. 11 for Mission in a Bottle:
An Honest Discussion of the Risk - and Reward - of a Values-driven Brand,
a free Issues in Depth online dialogueTrue to the memoir genre, there is no shortage of tension and testing situations for the co-founders to resolve throughout their entrepreneurial endeavor. What makes Mission in a Bottle ring more truly as a memoir are the aspects of Seth and Barry's family life infused into the story, a reminder to readers that business is often very personal.The book's narrative isn't successful simply because Honest Tea was a good story waiting to be told. In part, it was the very pictorial medium of choice that gave it the merits and trappings of a gripping narrative. The visuals worked to enhance many of their anecdotes - graphs enhanced Barry's economic lessons, depictions of label mockups and manufacturing processes enhanced the product development phase, and illustrative landscapes brought to life Seth's trips to source ingredients from various communities. A nod of acknowledgement to graphic novelist http://www.choiarts.com./ is in order for allowing Seth and Barry's memories to come alive through relatable art and accessible dialogue.

The right medium for the message?

There may be disadvantages to the comic book format, though. Like me, potential readers may initially underestimate the book's merit as a front row view into the inner workings of a start-up. Allow me to shed some light on just how substantial the content is. Within the first few pages, I found myself reading some sound economic theory on why the founders chose to enter such a harsh, competitive landscape as the beverage industry. Within the first fifty pages, I found myself re-reading a few frames in order to fully grasp their nontraditional model of valuation for raising money from investors.

Mission in a Bottle is a memoir first, but it is also a robust how-to manual for current and future entrepreneurs. Readers can expect to find a situational reference for the roadblocks and challenges that entrepreneurs may encounter throughout the life cycle of their companies, from start-up to scaling to selling their businesses.

There are refreshing moments in the book when the narrative pauses, allowing the founders to summarize some big picture lessons through an un-illustrated, first-person voice. While many of these lessons are applicable to the mainstream entrepreneur, those that are sustainability-minded and mission-driven may find extra guidance in balancing sustainability ideals and person values with realistic business principles. For one, organic and fair trade certification for the full line of Honest Tea products was a goal that Seth worked towards while carefully considering implications for the financial health of the company.What I hope readers will recognize is that Mission in a Bottle has wider appeal than just the obvious audience of entrepreneurs and Honest Tea enthusiasts. This book is for anyone interested in a story about perseverance and uncompromised values.

Have questions for Seth about his experiences?

Join us Wednesday, Sept. 11 for Mission in a Bottle: An Honest Discussion of the Risk - and Reward - of a Values-driven Brand, a free Issues in Depth online dialogue with Seth Goldman, co-founder of Honest Tea.

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