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Reading The Tea Leaves
1. Reading the Tea Leaves
Usually the week between Christmas and New Year’s, our family heads to Big Bear, CA for a week of rest
and relaxation, skiing and snow shoeing. My wife loves her tea and she hadn’t realized she had left her
stash at home back in San Diego so she sent me to the store to face the harsh 15 degree weather in
pursuit of her favorite Celestial Seasonings tea.
I was fascinated by reading the story of Celestial Seasoning on the back of the box of tea I picked up. As I
made my way back to the cabin I Wikied the story of Mo Siegel and history of his company, Celestial
Seasonings. It looks like Mo, in his spare time would pick herbs in the mountains of Colorado and would
mix the tea together for his friends. Mo would test small amounts of tea with local health food stores
and local markets; his customers were raving fans and as demand grew for his tea he found himself with
a challenge; how do I produce my product for the masses and develop a scalable business?
Mo was a college drop-out, Mo’s business acumen and success oriented attitude come from reading the
writings and teachings of American heroes like Walt Disney, Tom Watson, Abe Lincoln and others. As he
studied the teachings of Jesus he developed a passion, purpose and a drive for his work. He didn’t have
the capital resources to hire and attract key people to lead the company thru its hyper growth stage so
he attracted high caliber employees from Coca-Cola, Pepsi, General Foods and Pepperidge Farms by
giving them equity in the company; their commitment to excellence in quality and production made
Celestial Seasoning a classic American success story.
AFTERTHOUGHT: You may not have the capital, acumen or empirical experiences to attract high caliber
candidates to help lead your company, yet, if you have a truly game changing product/service, talented
passionate individuals who resonate with your vision will rise to the occasion to help accomplish your
purpose.