Celebrity Lessons in Selling
Paul Newman Appeal to ethical consumers by keeping charity close.
Academy Award winner Paul Newman (right) and author A.E. Hotchner (left) started Newman's Own in 1980 almost as a joke. Budwisers in hand, the two created a tub of salad dressing and stirred it with Newman's canoe paddle. Thirty years later, the company has donated more than $300 million to charity, and its "all proceeds to charity" business plan has created a new kind of conscientious consumerism. Whether you give all proceeds to charity or just a small percentage, a certain breed of customers will notice—and spend.