10 Great Entrepreneurs Talk about their Start-up Days

Ben and Jerry's Ice Cream, social entrepreneurship
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Ben and Jerry on the Limits of Social Entrepreneurship

Even a worthwhile product can’t sell itself, as ice-cream moguls Ben Cohen and Jerry Greenfield found when they introduced their “Peace Pop” in the early nineties. They hoped it would diversify their product line and boost awareness of their “1% For Peace” initiative. But the company pushed the product into the wrong stores, and their low-key ad campaign left the market cold. “We learned that a product doesn’t sell just because you’re trying to do good in the world,” Jerry told Inc. “You still have to have a healthy distribution, a good marketing strategy, and price the product properly.”