SETH GOLDMAN is the president and TeaEO of Honest Tea, which now operates as an independent business unit of The Coca-Cola Company. He is an internationally recognized spokesman for mission-driven enterprise and sustainability. He appears regularly on MSNBC, CNBC, and Fox. He blogs for Inc.com, Treehugger.com, The Huffington Post, and The New York Times. BARRY NALEBUFF is the Milton Steinbach Professor at Yale School of Management, where he teaches negotiation, innovation, and strategy. He is the coauthor of Thinking Strategically, Co-opetition, Why Not?, and The Art of Strategy. A graduate of MIT, and a Rhodes Scholar, he earned his doctorate at Oxford University.