奇可·拉格（Fred “Chico” Lager）

本杰里冰激淋前任总经理，现为辅导小型企业的企管顾问。

1982年，奇可加入本杰里冰激淋，担任总经理，

将本杰里从营业额100万美元的公司打造成市值1亿5000万的冰激淋王国。

奇可忠实地执行创办人杰里和本最初的愿景，

使本杰里冰激淋在坚持承担社会责任的同时，也能够成为利润很高的成长型企业。

内容简介：

美国冰激淋品牌本杰里（Ben & Jerry’s）是由两位童年玩伴本·科恩（Ben Cohen）及杰里·格林菲尔德创办，以口感香醇和口味新奇闻名。使本杰里冰激淋快速驰名的原因，除了对产品品质的坚持外，还有该公司“社会公益导向”的企业使命。本杰里在生产过程、包装材料选择等方面都设有严格的环保标准，曾在2001年一项由《金融时报》（Financial Times）举办的票选活动中，被评选为全球在环保领域最值得推崇的前20名企业。

@气味相投

本．柯恩和杰里．格林菲尔德第一次见面是在麦瑞克大道初中一年级的体育课上。那时他们要跑操场一英里，两人都落在全本最后。

体育老师对他们大吼：“喂！柯恩、格林菲尔德，如果你们不能在7分钟之内跑完一英里的话，就得给我重跑一遍！”本回答：“可是老师，如果我们第一次就没办法跑完，第二次又怎么可能办得到？”

冲着这句话，杰里知道他就想跟本这种人玩在一块儿。两人很快变成了朋友。

本的父亲是名成功的会计师，在纽约州政府上本。在本杰里冰淇淋成功后，他夸称自己对本的生涯最大的贡献，是把“好吃”的基因遗传给他。要是有用功的话，本在学校的成绩还过得去，但他真正擅长的是“吃”。即使还是个孩子，他的“体态”已反映出平常的好食欲。

杰里像本一样，从小就是个小胖子。他功课好，一有机会就运动，且和几个死党常混在一起。

高中时，杰里的成绩一样很棒，而本擅长的科目主要是课外活动。杰里后来拿到俄亥俄州欧柏林学院的奖学金，本则决定去念纽约的科盖特大学，因为宿舍有壁炉。

为了赚取生活费，本在学校餐厅找到一份工作。工作做得还可以，直到他留胡子，才发现餐厅考虑到食品卫生，有规定员工不准留胡子。被告知后，他把下巴中间剃掉细细一条胡子，然后辩称脸颊两边茂密的胡子只是鬓角，不算胡子。餐厅经理一点都不觉得好笑，还是把他给开除了。

最后，本可以说是“阴错阳差”地辍学，因为他在一个月的自修期后，没回学校上课。在一家冰淇淋店的冷冻库做了几个月以后，他试着以交换学生的方式，到纽约的史基摩尔学院注册。就这样安然度过一学期后，校方发现他是辍学生。本建议学校让他不注册，免费旁听一些课，但不知怎地，学校对他的提议不感兴趣。最后，双方达成协议，本可以不必注册旁听一些课，但他得付学费。在史基摩尔修了一年的陶艺课后，本觉得他的陶艺事业需要新的刺激，于是在1972年底搬到了纽约市。

How Two Real Guys Built a Business with a Social Conscience and a Sense of Humor

FRED “CHICO” LAGER

@A Meeting of Minds

Ben Cohen and Jerry Greenfield first met in a 7th grade gym class at Merrick Avenue Junior High School when they both found themselves lagging behind all the other students who were running a mile for gym class.

The coach yelled at them， “Cohen， Greenfield， if you can‘t do the mile in under seven minutes， you’re gonna have to do it again！ Ben replied， ”But coach， if we can‘t do it in less than seven minutes the first time， how are we gonna do it in under seven minutes the second time？“

With that， Jerry realized Ben was the sort of guy he wanted to hang out with， and the two quickly struck up a friendship.

Ben‘s father was a successful accountant who worked for the State of New York， and he later boasted his greatest contribution to Ben’s career was in passing on genes that predisposed his son to eat a lot. Ben was okay at schoolwork when he applied himself， but he really excelled at eating and his physical shape （even as a kid） reflected a healthy appetite.

Like Ben， Jerry also was overweight as a kid. He got good grades at school， played as much sport as possible and hung out with a small group of close friends.

At High School， Jerry continued to get excellent grades while Ben excelled mainly at extracurricular activities. Jerry won an academic scholarship and went to Oberlin College in Ohio while Ben decided to attend Colgate University in New York because the dorms there had open fireplaces.

To support himself， Ben got a job in the student cafeteria which went okay until he grew a beard—which happened to be against food hygiene rules. When this was drawn to his attention， he shaved a thin strip down the middle of his chin， so instead of a beard， he now claimed to simply have two rather bushy sideburns. The food services manager was not amused and fired him anyway.

Ben eventually “sort of left” Colgate University， having failed to get around to returning to school after a one-month independent study period. After working for an ice cream company in their freezer for a few months， he tried to enroll in Skidmore College in New York as an exchange student—which went fine for one semester until they found out he had actually dropped out of Colgate. Ben suggested they let him sit in on some courses without actually registering （and without paying any student fees）， but for some reason Skidmore College was not keen on that idea. Eventually， a compromise was reached， and Ben was enrolled in a program which allowed him to take some classes without being a registered student， although he did have to pay the course fees. After a year at Skidmore taking pottery classes， however， Ben decided his new pottery career needed new influences and he moved to New York City at the end of 1972.

在此同时，杰里在学业上的表现依然优异，在医学院预医科一年级时，保持着近乎完美平均3.8的成绩。但是，当他迷上打篮球与长曲棍球后，成绩稍稍下滑。欧柏林大学毕业后，杰里没有申请到任何一所医学院，于是决定到纽约和本住在一起。1973年5月，他来到了纽约。

为了维生，杰里在实验室里当技术员，本则开出租车赚钱。本在此时想出了一种有趣的营养学理论，他尝试只吃法国面包和奶油，其他什么也不吃。本常烤焦面包，但还是开心地啃着焦黑的法国面包，这暗示本对口味实在没什么概念，这个缺点后来有点妨碍到冰淇淋事业的发展。

1974年过到一半的时候，本厌倦了纽约市，于是在纽约州巴拉道斯市的海兰社区学校里，找到一份教手工艺的工作。在此期间，杰里则遇见了未来的夫人伊莉莎白．史卡莉，并且搬到北卡罗莱纳州的教堂山与她在一起。伊莉莎白赚钱养家，杰里则花了9个月的时间每天都在卡罗莱纳大学校园里游荡，最后终于找到了另一个实验室技术员的工作。1977年初，伊莉莎白暂时拋弃了杰里。于是杰里决定接受本的邀请，和本一起创业。他把家当款一款，开车北去和本会合。

Jerry, meanwhile, continued to excel academically, and maintained a near-perfect 3.8 grade-point average at university in his first year as a pre-med student. His grades did, however, slip a little the longer he stayed at university, as he became involved in basketball and lacrosse. When Jerry was unable to get accepted into any medical school after graduating from Oberlin College, he decided to go stay with Ben in New York, and arrived there in May 1973.

To pay the bills, Jerry got a job as a lab technician while Ben drove a cab. Ben also developed an interesting theory on nutrition at about this time, and he tried to live on a diet of nothing but French bread and butter. Quite often, he would burn the bread while toasting it, and then happily eat charred French bread. It was a hint that Ben really had no sense of taste or smell whatsoever—which would later turn out to be a bit of a handicap in an ice cream business.

By mid-1974, Ben tired of New York and was successful in getting a job teaching crafts at Highland Community’s school in Paradox, New York. Jerry, meanwhile, had met his future wife, Elizabeth Skarie, and had moved to Chapel Hill, North Carolina to stay with her. While she worked and paid the bills, Jerry spent nine months hanging around the campus of the University of North Carolina until he got another job as a lab technician. When he was temporarily ditched by Elizabeth in early 1977, he decided to take up Ben’s invitation to go into business with him and he loaded all his possessions into his car and drove north to catch up with Ben.

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