Basementality: How This Entrepreneur Drove His Fight Against Big Sugar and Rose from the Basement to a $1.7 Billion Brand

by Ben Weiss, Zac Brown (Foreword)

Basementality [beys-men-tal-i-tee] / A mindset that blends foresight, scrappiness, flexibility, and passion, empowering you to turn vision into reality and achieve success For 15 years, Ben Weiss created coffee and beverage products to mixed success. Then, during the Great Recession in 2009, he created Bai in the basement of his town house, disrupting the marketplace with a revolutionary beverage with five calories, no artificial sweeteners, and unprecedented taste. In just seven years, Bai grew from Ben’s basement to a $1.7 billion acquisition by Dr Pepper Snapple Group. Bai has been recognized for its growth and innovation by major media and industry organizations, including Inc., Forbes, CNBC, and more. But until now, the true story of this meteoric rise has never been told. This is a story somewhat out of vogue among the billion-dollar tech successes that typically capture the headlines. This is a story of old-fashioned door-to-door hustle, naive belief, and a powerful mindset proving that the classic American entrepreneur is alive and living in Princeton, New Jersey. WHAT DO OTHER LEADERS SAY ABOUT BASEMENTALITY? "Ben’s book helped me appreciate the hard work and deep love that went into building Bai. This intimate, honest story will inspire anyone who wants to chase their own dreams." – Justin Timberlake, entertainer and entrepreneur "Basementality reveals Ben’s vision, heart, and his tenacious fight against Big Sugar, while giving us insight into a classic American success story. " – Katie Couric, journalist, author, and executive producer of Fed Up "It’s a must-read not only for entrepreneurs but for anyone who seeks lessons in leadership." – Bill Bradley, former U.S. Senator, author, Basketball Hall of Famer, and managing director, Allen & Co. FOLLOW THE BASEMENTALITIES (From the Author) At Bai, I became known as a black sheep of the beverage industry I refused to conform to the establishment. I took that as a badge of honor, because I view the black sheep as a standout, not an outcast. I started Bai in my basement, which is the perfect place to bring an idea to life. In its quiet confines, you can block out the rest of the world, absorb yourself in your dreams and begin chasing your envisioned future. But you can only stay there for so long. Eventually, you have to fight your way out of the basement. You must charge bravely into the world, unafraid of failure, and find others to run alongside you with shared purpose. But you must hold onto your Basementality. Seize every day with hunger and focus. Respect your humble beginnings and the work it takes to rise up. At the end of each chapter inside, I share lessons from my fight to get out of the basement and find success. I hope these Basementalities will inspire you to find your edge and become a black sheep in your own way.

Genres: Business

Kindle Edition

Published July 16, 2020

Reviews

[Brat · Rating 4 out of 5]

My favorite genre. Entrepreneur stories. While you know that parts of it is exaggeration, such tales are always inspiring. No matter what, it is never easy to start a business and make a success of it. It takes everything that is humanly possible to get this done. In spite of the inherent risks, and the daunting nature of the task, there are so many brave people who chart this journey everyday, and they inspire me. I had picked up this book on my kindle unlimited subscription, and being the story of a brand that i have followed quite closely, i had to read it. I read it in record time. 

Ben Weiss chronicles his entrepreneurial journey, culminating in the creation of Bai, a beverage company that rose from his basement to a $1.7 billion acquisition by Dr Pepper Snapple Group. The book centers around a concept Weiss calls "Basementality," which isn't just a physical location but a mindset.
The Basementality Mindset
This mindset is a blend of four key ingredients:
Foresight: The ability to anticipate trends and consumer needs.
Scrappiness: Resourcefulness and relentless hustle in the face of challenges.
Flexibility: Adapting to changing circumstances and being open to new ideas.
Passion: Deep belief in your product and unwavering dedication to its success.
For 15 years prior to Bai, Weiss experienced mixed success with various coffee and beverage ventures. The economic downturn of 2009 became a turning point. With a basement as his headquarters and a clear vision for a healthy, delicious beverage with minimal calories and no artificial sweeteners, Bai was born.
The book details the early struggles and triumphs of Bai. Weiss chronicles his door-to-door hustle, convincing local stores to take a chance on his unconventional product. He describes the challenges of production and distribution, taking on large corporations with limited resources. Despite the odds, Weiss's unwavering belief in Bai and the "Basementality" mindset he instilled in his team fueled their growth. He fostered a company culture built on authenticity, passion, and a shared vision. This company culture is a core theme of the book, with Weiss highlighting its importance in achieving success.
Basementality isn't just a rags-to-riches story. Weiss delves into the complexities of scaling a business rapidly. He discusses the challenges of maintaining company culture amidst growth and the inevitable changes that come with a large acquisition.
The book concludes with Weiss reflecting on his journey and offering guidance for aspiring entrepreneurs. He emphasizes the importance of the Basementality mindset, perseverance, and staying true to your core values.
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Basementality is a motivational read for anyone with an entrepreneurial spirit. Weiss's story is an inspiration, proving that success can be achieved with hard work, a clear vision, and the right team behind you. The book's core message is that success isn't guaranteed by fancy offices or million-dollar investments; it's about the right mindset, hustle, and a deep belief in your idea.