Free Book (Kindle) - Guard Your Mission, Stay in Control

[koland]

Guard Your Mission, Stay in Control , by Seth Goldman, is a business short from FT Press.

Book Description
Seth Goldman, cofounder and TeaEO of Honest Tea, the fast-growing pioneer of organic brews favored by discerning tea lovers including President Barack Obama, shared the advice that has shaped his company and career: Never lose control of your company's money, whether you're spending it or raising it. And run your business as if you are going to own it forever.

I got lots of bad advice as I was building Honest Tea. Luckily, I was smart enough not to take most of it. Among the worst nonstarters:

* Add more sugar (which would have undone one key factor that made us stand out).
* Rebrand Honest Tea as a low-carb company. (Those low-carb diets, with people eating bacon three times a day, have little appeal for our health-conscious clients.)
* Sell energy drinks. (There was almost zero overlap of energy-drink buyers with our core customers.)

Any of those ideas would probably have wrecked the company. But fortunately, we benefited from two wonderfully wise advisers-Gary Hirshberg, cofounder of Stonyfield, and Jeff Swartz, CEO of Timberland. Their counsel shaped my company, my career, and my life. They preached two core rules: Never lose control of your company's money, both incoming and outgoing, and run the business as if you plan to own it forever....