“The primary reason why so many companies are getting their ass kicked is because they actually don't stand for something important,” argued Matthew McCarthy, CEO of Unilever’s Ben & Jerry (B&J) ice-cream brand.
“If you're not doing something that's actually good, and you're not making it really clear to the people that you serve, you may be dead … and you might not even know it.”
Since it was founded as a “scoop shop” in Burlington, Vermont four decades ago, Ben & Jerry’s has remained fully purposeful, with culture every bit as important as the quirky flavors that began with...