"Deftly and compassionately captures Ben's] genius in all its entrepreneurial splendor...This tale will keep you entertained."--New York Times Book Review.
A former CEO of Ben & Jerry's tells how two '60s holdovers built a single ice cream store into one of America's hottest companies. From modest beginnings--opening their first ice cream shop in a renovated gas station--to entrepreneurial challenges, including their clash with Haagen-Dazs, to becoming a miltimillion dollar company, Lager provides an insightful insider's account of Ben & Jerry's ice cream empire."

Alan Newman, founder of Seventh Generation and Magic Hat Brewing Company, is in the words of the Wall St. Journal "a serial entrepreneur." In this business memoir he takes lessons from his own life and times to help guide the fledgling entrepreneur.