March 6 — Seth Goldman, President & CEO, Honest Tea

Thursday, March 6, 2014

7:45am  Continental Breakfast
8:15-9:15am  Forum

Seth Goldman
Co-founder, President & CEO, Honest Tea 

in conversation with Keith Ferrazzi, CEO, Ferrazzi Greenight, Inc.

Mission in a Bottle: The Honest Guide to Doing Business Differently—and Succeeding

500 South Figueroa Street
Los Angeles, CA 90071

$20 includes continental breakfast
$40 also includes Seth Goldman’s book 

SETH GOLDMAN is the president and TeaEO of Honest Tea, which now operates as an independent business unit of The Coca-Cola Company.  He is an internationally recognized spokesman for mission-driven enterprise and sustainability.  He appears regularly on MSNBC, CNBC, and Fox. He blogs for,, The Huffington Post, and The New York Times.

Seth Goldman and Barry Nalebuff began Honest Tea fifteen years ago with little more than a tea leaf of an idea and a passion to offer organic, freshly brewed, lightly sweetened bottled tea. Today Honest Tea is a rapidly expanding national brand sold in more than 100,000 grocery stores, restaurants, and convenience stores across the country. The brand has flourished as American consumers move toward healthier and greener lifestyles.  In their book Mission in a Bottle: The Honest Guide to Doing Business Differently—and Succeeding, they offer a wealth of insights and advice to entrepreneurs, would-be entrepreneurs, and millions of Honest Tea drinkers about the challenges and hurdles of creating a successful business—and the importance of passion, perseverance and creative problem-solving.

Seth and Barry know that a successful business takes more than just a good idea. But how did they go from deciding someone should sell tea that actually tasted like tea (and not like tea-colored sugar water) to creating a successful mission-driven business in a profit-driven world? The panels, illustrated by Sungyoon Choi, show the evolution of Honest Tea as a company, the hardships faced by a start-up striving to find its way, and the obstacles that arose as Seth and Barry remained determinedly dedicated to their mission.  Throughout the book, Seth and Barry address the reader in “Lessons Learned” segments, highlighting the themes of the chapters and providing instruction and tips for startups and entrepreneurs. These are the lessons they wish they could have read before starting out.

KEITH FERRAZZI is an expert on business relationship development, is the author of the bestseller, Who’s Got Your Back. As CEO of the consulting, training, and research firm Ferrazzi Greenlight, he counsels leading business enterprises on how to dramatically accelerate the development of business relationships to drive sales, spark innovation, and create team cohesion. Ferrazzi has been published in The Wall Street Journal, Harvard Business Review, Inc., and Fast Company. His previous book, Never Eat Alone, was a also a bestseller. He has held the position of Chief Marketing Officer at Deloitte Consulting, and later at Starwood Hotels. For more information visit him at: