Two friends in a Vermont gas station built more than an ice cream company — they built a belief system. By rooting their brand in fair trade, social justice, and community care, Ben & Jerry’s turned customers into fans and fans into advocates. Their secret? Values that drive loyalty stronger than any coupon ever could.

This episode explores how authentic purpose compounds into pricing power. When your actions prove your principles — through sourcing, policy, or donation — customers don’t just buy your product; they buy your stance.

Here’s your move today: choose one value your audience truly cares about, live it out loud, and let it reshape how people see your brand. Purpose without proof is noise. With proof, it’s leverage.

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