Tea and Zentrepreneurs

Newsweek: “The republic of tea doesn’t advertise. But it has found a clever way to get the word out about its products. In 2001, chairman Ron Rubin and COO Stuart Avery Gold wrote Success @ Life: How to Catch and Live Your Dream, a blend of business advice and spiritual teachings. It was no best seller, but it did well enough to spur a series—the latest of which, Tiger Heart, Tiger Mind: How to Empower Your Dream, comes out this month. The books are guides for ‘zentrepreneurs’ (the duo’s term for 21st-century entrepreneurs who have both a business and a life). But the books also serve to enhance the tea brand, which they say is part of a balanced lifestyle. ‘They’re amazing marketing tools,’ says Brian Keating, founder of Sage Group International, a Seattle market-research group.”

via BusinessPundit.


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