The CEO of Ben & Jerry's says executives keep making the same mistake when it comes to defining their company's mission
showed that around the world, an average of 52% of a business' value came from intangible assets, like its culture.
Today, Ben & Jerry's has around 600 employees across 38 countries, and its goals now include such lofty subjects as criminal-justice reform, fighting climate change, and racial and LGBTQ equality. McCarthy said that when there is a natural push within the brand toward a new issue, arising from discussions with employees and the board, he and his leadership team seek out new partners, rather than assuming they can handle it themselves.
"If you're not sure what you want to do, start with your team," McCarthy said. "Go do a community project together. It doesn't matter whether you all love the Humane Society or not. Go do something. Go work at a soup kitchen. Go build a playground. When you allow yourself to be touched as a person by doing something good in the world, that's way more important than hiring an agency to help you figure out.
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