With the help of the immediacy of comics, the authors - co-founders of Honest Tea - entertainingly narrate the story of how they set up a "different" business, aiming not only to offer consumers a healthy alternative beverage, but also to spread a new business model with respect for the consumer. Full of life experiences and advice for the challenges and obstacles on the road to a new successful business, the book is a valuable guide and example of how far persistence and creativity can lead a start-up.