What Ben & Jerry’s Got Right

Let’s cut through the noise for a minute. We all know brands love to parade their “perfect” moments, but the truth is, the stories people really remember usually start with a stumble.

Take Ben & Jerry’s, for example. Those guys are legendary now, but back when they launched, the story wasn’t all smooth scoops and happy customers.

In their very first shop, some of the ice cream batches came out with super weird textures because their machines kept breaking down.

Instead of hiding it or quietly fixing the problem behind the scenes, Ben & Jerry started calling those messed-up flavors “limited editions.” They put signs up, made a playful fuss about it, and handed out the funky ice cream with a grin.

People loved it. It turned a mistake into something shareable; suddenly, being one of the customers who tried a “failed” batch was a badge of honor.

Those stories stuck.

And even now, Ben & Jerry’s is known as the ice cream brand that isn’t afraid to own its mess-ups and turn them into wins.

I’ve seen this same playbook work time and again, both in businesses I’ve built and with brands I’ve consulted. The folks who stop sweating over a flawless image and instead lean into real-life fumbles create connections that last.

That’s the stuff people want to talk about at dinner. Here’s the pattern I’d follow if you’re tired of getting ignored:

• Lead with a real moment that didn’t go as planned, even if it’s a little embarrassing.

• Tell your audience how you handled it, what you actually did to fix (or not fix) it, and why you made those calls.

• Keep the language simple and the tone honest, like you’re talking to a friend, not an investor.

• Draw out what that experience means for anyone else facing a brand hiccup: Perfection isn’t the goal; honest connection is.

So if you’re sitting on a brand story that’s less than flawless, tell it. Heck, email me back and let’s swap tales. What “mistake” taught you the most about branding?

Catch you soon,
— Shashank