168 THE BIBLE ON LEADERSHIP
increments, and that even if you did, you’d never be able to service so
many shareholders.
Ben & Jerry’s next action took a lot of courage or, to use a non-
biblical term, ‘‘chutzpah,’’ which roughly translates into ‘‘your plan is
so outrageous it might actually work!’’ Acting over the objections of
their lawyer, they registered themselves as stockbrokers so they could
sell shares themselves. Cohen and Greenfield characterize their effort as
truly swimming against the tide, a ‘‘huge struggle... we were betting
the future of the company.’’ But they were no strangers to courage and
struggle; early in the company, they were so cash-poor they had re-
sorted to eating ice cream in place of meals. Amazingly, Ben & Jerry’s
sold out the shares. They were even confronted by disgruntled Ver-
monters who had been unable to buy any shares—perhaps that took
even more courage!^16
We have no record of whether Ben & Jerry’s courage during this
stock offering was biblically inspired. But there are several passages that
relate directly to their experience:
‘‘If you falter in times of trouble, how small is your strength.’’ (Prov.
24:10)
‘‘The people to whom I am sending you are obstinate and stubborn.’’
(Ezek. 2:4)Ezekiel was seeking to warn an entire nation of their impending de-
struction if they did not change their actions. Cohen and Greenfield
went against the advice of their lawyers. Both were faced with formida-
ble opposition, which required great courage to overcome.
COURAGE IN THEFACE OFADVERSITY
Adversity is a great test of courage. Those with little courage fold in
the face of adversity, those with great courage only find their courage
magnified when confronted with difficulties. Warren Bennis has stated
that ‘‘running a business in a bumpy economy is as terrific an education