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  • Packer's article and Johnson's critique

    In 1978, the year that I graduated from high school, in Palo Alto, the name Silicon Valley was not in use beyond a small group of tech cognoscenti. Apple Computer had incorporated the previous year, releasing the first popular personal computer, the Apple II. The major technology companies made electronics hardware, and on the way to school I rode my bike through the Stanford Industrial Park, past the offices of Hewlett-Packard, Varian, and Xerox PARC. The neighborhoods of the Santa Clara Valley were dotted with cheap, modern, one-story houses—called Eichlers, after the builder Joseph Eichler—with glass walls, open floor plans, and flat-roofed carports. (Steve Jobs grew up in an imitation Eichler, called a Likeler.) The average house in Palo Alto cost about a hundred and twenty-five thousand dollars. Along the main downtown street, University Avenue—the future address of PayPal, Facebook, and Google—were sports shops, discount variety stores, and several art-house cinemas, together with the shuttered, X-rated Paris Theatre. Across El Camino Real, the Stanford Shopping Center was anchored by Macy’s and Woolworth’s, with one boutique store—a Victoria’s Secret had opened in 1977—and a parking lot full of Datsuns and Chevy Novas. High-end dining was virtually unknown in Palo Alto, as was the adjective “high-end.” The public schools in the area were excellent and almost universally attended; the few kids I knew who went to private school had somehow messed up. The Valley was thoroughly middle class, egalitarian, pleasant, and a little boring.

    Thirty-five years later, the average house in Palo Alto sells for more than two million dollars. The Stanford Shopping Center’s parking lot is a sea of Lexuses and Audis, and their owners are shopping at Burberry and Louis Vuitton. There are fifty or so billionaires and tens of thousands of millionaires in Silicon Valley; last year’s Facebook public stock offering alone created half a dozen more of the former and more than a thousand of the latter. There are also record numbers of poor people, and the past two years have seen a twenty-per-cent rise in homelessness, largely because of the soaring cost of housing. After decades in which the country has become less and less equal, Silicon Valley is one of the most unequal places in America.

    Private-school attendance has surged, while public schools in poor communities—such as East Palo Alto, which is mostly cut off from the city by Highway 101—have fallen into disrepair and lack basic supplies. In wealthy districts, the public schools have essentially been privatized; they insulate themselves from shortfalls in state funding with money raised by foundations they have set up for themselves. In 1983, parents at Woodside Elementary School, which is surrounded by some of the Valley’s wealthiest tech families, started a foundation in order to offset budget cuts resulting from the enactment of Proposition 13, in 1978, which drastically limited California property taxes. The Woodside School Foundation now brings in about two million dollars a year for a school with fewer than five hundred children, and every spring it hosts a gala with a live auction. I attended it two years ago, when the theme was RockStar, and one of Google’s first employees sat at my table after performing in a pickup band called Parental Indiscretion. School benefactors, dressed up as Tina Turner or Jimmy Page, and consuming Jump’n Jack Flash hanger steaks, bid thirteen thousand dollars for Pimp My Hog! (“Ride through town in your very own customized 1996 Harley Davidson XLH1200C Sportster”) and twenty thousand for a tour of the Japanese gardens on the estate of Larry Ellison, the founder of Oracle and the country’s highest-paid chief executive. The climax arrived when a Mad Men Supper Club dinner for sixteen guests—which promised to transport couples back to a time when local residents lived in two-thousand-square-foot houses—sold for forty-three thousand dollars. . .

    http://www.newyorker.com/reporting/2...fa_fact_packer

    * * * * * * *

    Learning From Los Gatos
    Why Silicon Valley is not the second coming of the Gilded Age.
    Steven Johnson

    https://medium.com/the-peer-society/410c644cebe4

    It’s no surprise that George Packer—one of the most gifted writers in the business—has hit upon a fascinating topic in his latest New Yorker piece: the emerging politics of Silicon Valley. While the essay is behind a paywall, it’s definitely worth tracking down if you’re not a subscriber. (Also, hey, it’s The New Yorker — you should be a subscriber!) But for all the richness of the subject matter, in this case I think Packer has failed to capture the complexities of the Silicon Valley scene, in part because he’s using older conceptual frames that don’t adequately explain the phenomena he’s observing.

    There is much of Silicon Valley that warrants criticism: the mono-culture now threatening San Francisco’s storied diversity and general weirdness; the anonymous office park sprawl of its built spaces; the male-dominated engineering culture; its assumption that all disruptions are good ones by definition; its casual scorn for older institutions. Packer has appropriately cutting words—and anecdotes—for most of these flaws in his piece. But his two main criticisms—the “prevailing” politics of the Valley and its economic inequality—miss their marks, for slightly different reasons.

    The first assumption, cited half a dozen times in the piece, is that the default political framework of the Valley is libertarian. When I was writing Future Perfect—which makes a cameo in Packer’s piece—I spent quite a few pages clarifying that while the new “peer progressive” worldview shared some superficial characteristics with Randian libertarianism, it was in actuality fundamentally different. Yes, people who work in the tech sector today (particularly around the web and social media) believe in the power of decentralized systems and less hierarchical forms of organization. But that does not mean they are greed-is-good market fundamentalists. For starters, almost all of them recognize that their industry itself arose out of government funding (see ARPANET), and some of the most celebrated achievements of the digital culture (open source software, Wikipedia) involve commons-based collaboration with no conventional definition of private property whatsoever. It’s precisely because we lack a new vocabulary to describe this worldview that we end up lumping the tech sector together in the libertarian camp.

    You can see this confusion most clearly in a series of datapoints that go amazingly unmentioned in Packer’s piece: namely, the election returns from last fall’s presidential race. As Nate Silver observed in a detailed postmortem on Northern California votes, Obama won Santa Clara county by 42% — more than ten times his margin nationally, and more than twice his margin in the rest of liberal California. (While San Francisco and Oakland have long been hotbeds of progressivism, Reagan won Santa Clara by double digits in both of his successful campaigns.) You would think such a dramatic swing to the left would at least warrant a mention in Packer’s piece, but from reading it, an outsider might reasonably assume that the Valley was a Republican stronghold—a vast army of Koch brothers with hoodies.

    The numbers are even more stark when you look at campaign finance. According to Silver’s analysis, Google employees gave more than 97% of their political donations to Obama, with comparable percentages at Apple and eBay as well. If libertarianism is so rampant in Silicon Valley, why are they voting for higher taxes and funding a big government liberal by such overwhelming numbers?

    By focusing so much on the libertarian framework, Packer buries (or indeed doesn’t even bother to mention) the lede, which is the stunning advantage that Democrats now have among the rising information classes. The most dynamic sector of the global capitalist economy is now decisively in the camp of the Democrats. How could this somehow go unmentioned in a piece about politics in Silicon Valley? The consequences of this shift are likely to be profound and multifaceted ones. (Silver mentions just one: “Since Democrats had the support of 80 percent or 90 percent of the best and brightest minds in the information technology field, it shouldn’t be surprising that Mr. Obama’s information technology infrastructure was viewed as state-of-the-art exemplary, whereas everyone from Republican volunteers to Silicon Valley journalists have criticized Mr. Romney’s systems.”) The interesting question about the Valley is how it reconciles its fondness for decentralized networks with its progressive political values. I’ve tried to answer that question by proposing the new category of peer progressivism, but whether you buy that answer or not, Packer doesn’t even bother to ask the question.

    Then there’s the issue of inequality, which is where Packer starts, observing the rise of homelessness and the staggering cost of real estate in the area. No doubt about it, the explosive rise in wealth and income inequality in the U.S. may well be the single most pressing problem that we face, the slow but steady reversal of the last century’s rising tide. Packer deserves serious props for shining a light on that disturbing trend. But here again, I think he gets the Silicon Valley part of the story wrong, even if his motives are in the right place. Early in the piece, he cites a telling statistic: “There are fifty or so billionaires and tens of thousands of millionaires in Silicon Valley.” Think about that for a second: tens of thousands of millionaires, almost all them created by companies that didn’t exist two decades ago.

    Why did that happen? Sure, companies went public or sold for staggering sums, but companies have been going public or selling out for generations without creating tens of thousands of millionaires along the way. The defining difference between Silicon Valley companies and almost every other industry in the U.S. is the virtually universal practice among tech companies of distributing meaningful equity (usually in the form of stock options) to ordinary employees. Before companies like Fairchild and Hewlett-Packard began the practice fifty years ago, distributing stock options to anyone other than top management was virtually unheard of. But the engineering tradition that spawned Silicon Valley was much more egalitarian than traditional corporate culture.

    There’s a great book on this topic, called In The Company Of Owners, that documents just how distinct the Valley is from the rest of U.S. corporate culture. The top 100 tech companies granted 19% of their total ownership to non-senior-executive employees (i.e., everyone excluding the CEO and four lieutenants.) For the rest of corporate America, that number was 2%. In other words, when it came time to share rewards with ordinary employees, the Tech 100 were ten times more generous than low-tech firms. This is actually one of the hidden strengths of the tech sector in the US: its companies are much more competitive precisely because they are much more egalitarian in how they share their wealth internally. I would be surprised if there were any new industry in the history of capitalism that distributed its economic rewards to its employees as widely as Silicon Valley has. Billionaire founders or CEOs are nothing new. But multi-millionaire middle-managers? That’s something else altogether.

    This is the paradox that Packer elides with his New Gilded Age narrative. The real estate crunch in Silicon Valley ultimately stems from the fact that there are tens of thousands of people living there who can afford to pay five million dollars for a house. Sure, a small elite of younger, hipper billionaire magnates are out there building their own San Simeons. But that’s a California story almost as old as the Gold Rush. What’s different now is that there’s a whole class of software engineers or a designers who can drop seven figures on an unrenovated fifties ranch house. There’s a real estate crisis in Silicon Valley because the companies in the region are much more generous in the way they share the wealth, not less.

    Of course, the fact that Silicon Valley companies are more egalitarian than their equivalents in other industries doesn’t help us with the wider problem of inequality. Not everyone can work for Google, and in general, tech sector companies employ fewer Americans than their industrial predecessors. And all those middle-management millionaires make it harder for everyone else to live in the the same region, particularly where real estate values are concerned. For Packer, the lesson seems to be: the excesses of the digital-era super rich give us a case study in the growing problem of inequality throughout the U.S.. But you could reasonably draw the exact opposite lesson: that one way to deal with rising inequality is to make the rest of corporate America act more like Silicon Valley.

    There is a growing body of research that shows that companies that limit their high-low wage ratios and distribute generous option plans consistently outperform more traditional, inegalitarian firms. Companies that flatten hierarchies and distribute rewards more fairly are actually more profitable, and not just nicer places to work. They don’t need high-flying IPOs to do this; simply flattening the ratio of executive-to-average-worker-pay creates similar benefits. The movement towards these more egalitarian corporate structures goes by many names: “stakeholder” or “partner” or even “conscious” capitalism. (In Future Perfect, I talk about this as one of the tenets of peer progressivism.) But whatever you call it, the framework has clearly generated its most spectacular results in Silicon Valley.

    The whole premise of stakeholder capitalism offers a powerful and distinct message, because it gets at both our desire to be competitive in the global marketplace, but also to be more fair and equitable in the way we share our wealth. True libertarians would be repulsed at the thought, but the success of Silicon Valley even suggests that governments could do much more to encourage these kinds of internal compensation structures, in the name of better business and social cohesion. (Not to mention old-fashioned fairness.)

    But to even think about those possibilities, you have to start with the idea that the wealth creation in Silicon Valley might have the seeds of something progressive in it, which Packer seems unwilling to do, unfortunately. The rise of a libertarian geek oligarchy is an easier story to tell, to be sure. But it’s not the most interesting one.

  • #2
    Re: Packer's article and Johnson's critique

    An interesting piece, with a much more interesting review. As someone who grew up and studied in the Bay Area, with a lot of friends in the tech industry there, I have to say the review rings far more true than the original. But there is without a doubt a subset of Randian (objectivist) thinking among the ultra-high-power set as well. It's just that even if it controls a lot of money, it doesn't represent the views of most of the tech-savvy entrepreneurs. (Just the very richest ones.)

    Like everywhere else, the temptation to credit one's success entirely to oneself becomes greater the more one's wealth diverges from that of the surrounding population.

    Comment


    • #3
      Re: Packer's article and Johnson's critique

      Originally posted by astonas View Post
      the temptation to credit one's success entirely to oneself becomes greater the more one's wealth diverges from that of the surrounding population.
      Mirrored in celebrities as well - http://www.itulip.com/forums/showthr...=celebrityhood

      Comment


      • #4
        Re: Packer's article and Johnson's critique

        Originally posted by astonas View Post
        An interesting piece, with a much more interesting review. As someone who grew up and studied in the Bay Area, with a lot of friends in the tech industry there, I have to say the review rings far more true than the original. But there is without a doubt a subset of Randian (objectivist) thinking among the ultra-high-power set as well. It's just that even if it controls a lot of money, it doesn't represent the views of most of the tech-savvy entrepreneurs. (Just the very richest ones.)

        Like everywhere else, the temptation to credit one's success entirely to oneself becomes greater the more one's wealth diverges from that of the surrounding population.
        In my experience start-up entrepreneurs cover the gambit from the most to least egalitarian. Some want to share the wealth and others tend to hoard it. Nonetheless, the proclivities of the founders go out the window once VC financing is accepted. VCs operate on relatively strict guidelines with respect to how much equity management ought to own at various stages of company development. An option pool of 13% to 15% of company stock on a fully-diluted basis as incentives, carved out of the total equity base for everyone else is standard practice after each round. The article doesn't spend enough time on the impact of VC financing on equity compensation and how it has dome more to produce the results in wealth distribution that the author observes than the attitudes of entrepreneurs. Within this system there is much that the employee can do to improve his or her chances of comping out ahead.

        When involved in hiring management and key employees for start-ups I look carefully at the resumes of those who have done particularly well with stock options for certain clues, especially if other aspects of the interview do not seem to correlate with the success. If the big payout came early in their career it is likely that the candidate is more lucky than good, aka "If you're so rich, how come you're not smart?" Those who tried and tried again, learning more each time, got better at choosing which companies to join and what kind of compensation deal to cut, who were clearly competent and hard working and deserved to make it but for various reasons -- bad luck, bad timing, mistakes in comp negotiation due to inexperience -- did not are the ones I like best as they tend to be the most motivated and capable. One company I ran I interviewed all of the key engineering candidates. Some, even though only in their mid-20s, had become highly sophisticated in their understanding of equity finance after several start-up experiences. They'd ask about the pre- and post-money valuation of the last round, how many additional rounds I thought the company might need to raise, liquidation preferences of various classes of preferred stock, and so on, all of which bear upon the likelihood that their hard work was likely to produce a return from the value of stock options granted. The savvy employee is usually rewarded in the high tech game, although some companies will not share the details of the company's capitalization, leaving the employee to trust the hiring manager to look out for them. This is usually not a good idea. There have been dozens of tragic outcomes in the Boston area over the years where employees slaved night and day for five or six years only to get no return on stock options even though the company was sold for a good return for VC investors due to onerous liquidation preferences. Not only is this immoral but the VC firms that do this are manufacturing distrustful employees who will never work for stock again. I used to hold monthly company meetings to talk to employees about various aspects of the business. One of my lectures was to explain the capitalization of the company. The take-away was how much the company will have to sell for in order for their common stock options to be in the money. I think the rest of the board had mixed feelings about my doing this but I thought it was important for employees to know where they stand and what the mission is. I'd recommend this practice to any start-up CEO.

        Comment


        • #5
          Startup veterans

          Originally posted by EJ View Post
          . .. Those who tried and tried again, learning more each time, got better at choosing which companies to join and what kind of compensation deal to cut, who were clearly competent and hard working and deserved to make it but for various reasons -- bad luck, bad timing, mistakes in comp negotiation due to inexperience -- did not are the ones I like best as they tend to be the most motivated and capable. . ..
          That was supposed to be the attitude in Silicon valley in the glory days of the 1970's and early 1980's. If you could learn from failure it was not a black mark. I have also seen stats that
          show a very high success rate for silicon valley companies in this period.

          Then came competition . .

          Also most of the juicy ideas got used up.

          Comment


          • #6
            Re: Packer's article and Johnson's critique

            Originally posted by EJ View Post
            In my experience start-up entrepreneurs cover the gambit from the most to least egalitarian. Some want to share the wealth and others tend to hoard it. Nonetheless, the proclivities of the founders go out the window once VC financing is accepted. VCs operate on relatively strict guidelines with respect to how much equity management ought to own at various stages of company development. An option pool of 13% to 15% of company stock on a fully-diluted basis as incentives, carved out of the total equity base for everyone else is standard practice after each round. The article doesn't spend enough time on the impact of VC financing on equity compensation and how it has dome more to produce the results in wealth distribution that the author observes than the attitudes of entrepreneurs. Within this system there is much that the employee can do to improve his or her chances of comping out ahead. .
            EJ thank you for the great insight once again! This reminded of a story I read about Sambazon back in 2007. The founders of Sambazon had this to say:

            "The crowded field and Sambazon's success has raised another predicament: whether to sell out if an offer is made. It's a choice not totally up to the Blacks; their angel investors now own one-quarter of the company. "I was in one board meeting, and I said, 'I started this to do positive things with the world and to do good in the Amazon, not necessarily to get a big payout,' " Ryan Black says. "And one of these guys looked me in the eye and said, 'Well, the problem is, then you went out and took $9 million of other people's money.' "

            I have been a fan of Acai since 2004, unfortunately I was 3 years too late as they were able to start back in 2000/01.

            Here is the WSJ story on Sambazon. http://online.wsj.com/article/SB117390281601437167.html

            In July 2001, two young entrepreneurs clad in surfer attire strode into the offices of Juice It Up!'s California headquarters to present top executives with a rather audacious request: prominent display of their new brand on the chain's menus.

            The brand was Sambazon, and its product was the frozen pulp of a Brazilian berry called açaí (pronounced ah-sigh-ee), which was chock full of antioxidants and healthy Omega fats. The fruit was virtually unknown in the U.S., and these two brothers who ran Sambazon Inc., Ryan and Jeremy Black, by most accounts, were the first U.S. supplier. But to Larry Sidoti, Juice It Up! Franchise Corp.'s vice president of development, açaí was just another smoothie ingredient, like a banana or blueberry.

            "We aren't in the business to promote brands," Mr. Sidoti says he told the Blacks. "We're in the business to promote Juice It Up!"

            To Mr. Sidoti's surprise, Ryan looked at his brother and shot back, "I guess we don't have anything else to talk about then." Explains Ryan, now 32: "They must have thought we were crazy, but if they were going to say, 'We'll just sell açaí,' but not Sambazon, I didn't see that as even an option." Fortunately, Mr. Sidoti kept listening, and an hour later the brothers left with an agreement to supply Juice It Up! with açaí -- and have it billed under the Sambazon brand.


            One cornerstone of entrepreneurship is to be at the forefront of trends, pushing the envelope to find and deliver the next big thing. But being ahead of the pack can also be a tough place to be, and -- as the story of Sambazon shows -- being first can be even tougher. From educating consumers to outmaneuvering new rivals and perfecting packaging, trailblazers like the Blacks face a raft of challenges.



            "The first guy on the beach usually gets shot," warns Jeremy Black. "That's the danger when you are a small guy, a pioneer."
            Today some half-dozen serious players with names like Zola and Bossa Nova compete in the açaí space. Billion-dollar beverage giants, including Coca-Cola Co., COKE +0.31%PepsiCo Inc., PEP +0.84%Anheuser-Busch Cos., BUD +0.41%as well as Bolthouse Farms Inc., are adding the fruit to their beverage lineups. Procter & Gamble Co. PG +0.81%recently infused açaí into its Herbal Essence shampoos and conditioners. As a result, sales of açaí products catapulted to $13.5 million in the 52 weeks ended last October from $435,000 in the same period two years earlier, according to natural-food tracker Spins Inc.

            Amid it all, Sambazon, which now has 100 employees, has more than survived. The San Clemente, Calif., company's sales totaled about $12 million last year, and the Blacks this year expect sales to increase by 50%, and to turn a profit. Their products are distributed at such stores as Whole Foods, Wild Oats and Jamba Juice, as well as many conventional grocery chains, while Sambazon açaí is found in hundreds of other companies' products, including those of Stonyfield Farm and Häagen-Dazs.

            Is the company's future guaranteed? Not yet. But how the Black brothers made it this far offers a road map for others forging new ground.
            * * *

            What exactly is açaí? That's what Ryan Black wondered on a 1999 turn-of-the-century surfing trip to Brazil, where he marveled at the crowds downing bowls of the frozen purple mush. Açaí grew atop palms dubbed the "trees of life," and locals waxed about its mystical powers of vitality. Workers would shimmy up trees, pluck the berries into baskets and send them by boat to processing plants, where the skin was scraped off the seed, blended with water into a pulp and then pasteurized and frozen to preserve its nutrients and flavor -- a curious earthy blend of chocolate and red wine.

            A health-conscious former college and (briefly) pro football player, Ryan Black sensed açaí would appeal to mainstream U.S. consumers craving healthier fare. After raising $100,000 from friends and family, he and his brother began setting up an infrastructure in Brazil to harvest açaí organically and do it in a way that protected the rain forest and promoted fair trade. The trouble was, almost no one stateside knew what açaí was -- or even how to pronounce it, for that matter. So how could they get their story out with no real marketing budget?

            The answer was, essentially, to be traveling professors on their own. They would personally teach the nation what açaí was all about, by visiting stores and giving the stuff away.

            From the beginning, the Black brothers hit music and environmental festivals and marathons, setting up booths and building a grass-roots following. They canvassed smoothie vendors, their first customer base, blending açaí into drinks, leaving literature behind and hawking their broader mission. "They'd put on quite a show, going from store to store and putting on this Barnum and Bailey act," recalls Mr. Sidoti of Juice It Up!, which now has 130 stores in California and other states. "It helped get people behind them."


            Such education is crucial if you're introducing consumers to a strange, new product. Steve Demos, now a member of Sambazon's board, spent 28 years struggling to educate consumers about soy before his company, White Wave, hit the jackpot with its Silk soy milk. Mr. Demos believes it's imperative for Sambazon to "feed people everywhere you can."

            Even as Sambazon segued into mainstream retail outlets, even as it received some $9 million in outside financing, it pressed on with its educate-the-customer-by-giving-it-away approach. Sambazon spent $500,000 last year on store demos, doing 50 a week. Top retail executives took note. "Typically, smaller companies don't have payroll to compete with bigger players who can kick in money for advertising," says Chris Jacoby, a category manager for Albertsons grocery stores. "But Sambazon has been first-class in terms of setting up demos. I run into their reps in our stores more than any other company." Adds Whole Foods Market Inc. president Walter Robb: "Guys like this, you keep an eye on."

            In the meantime, açaí buzz spread. Best-selling author and dermatologist Nicholas Perricone extolled the fruit on Oprah. Early last year, a study touting the robust antioxidant properties of açaí was published in the Journal of Agricultural and Food Chemistry. This year, foods from the Amazon "such as açaí" are among top supermarket trends, according to Mintel International, a trend-spotting firm based in Chicago and London. The key for Sambazon is to now take advantage of the rising tide and not fall behind its competitors, which can take advantage of the trail that Sambazon has already forged.

            Concedes Ryan Black: "Açaí is moving a lot faster than Sambazon."
            * * *

            Deciphering the best way to sell açaí wasn't as easy as with, say, a new bottled water. Frozen berry pulp in small blocks -- Sambazon's original item -- was fine for smoothie bars, but not for mainstream retail. In other words: How did consumers want to consume this new product?


            Mr. Demos of Silk soy milk recalls his own battle on this front. "We went through hundreds of iterations of soy foods. We made hot dogs, hamburgers, dressings, dips and entrees before we found milk." Putting Silk in clean, familiar refrigerated milk cartons took away the "weirdness" of the soy category, he says. Mr. Demos sold his company to conglomerate Dean Foods Co. in 2002.

            The Sambazon brothers threw a lot of spaghetti at the wall -- perhaps too much -- trying to find what would stick with consumers and simultaneously protect the taste and superfood qualities of açaí. They tried boxed juice packs that would be shelf stable without refrigeration, but they thought it distorted the flavor. "We had test runs that cost us over $10,000, and we were doing less than that in [monthly] revenue," Jeremy Black, 33, says. Going into refrigerated coolers made more sense. They started with a smoothie product in 2003 that had a 30-day shelf life, but realized that wasn't a long enough window to get bottles shipped, stocked and sold. So they went looking for a packer that could bottle and flash-pasteurize the açaí so it would be stable for 90 days. Finding that partner delayed their entry into bigger stores and required a $1 million investment.

            In the meantime, the company launched a line of açaí pill and powder supplements and a juice line. It's still selling its frozen smoothie packs and recently introduced a sorbet. In total, Sambazon now has 26 flavors and makes of products, which has spread it thin on a manufacturing level. "The business guys say, 'Which ones are you going to go big with?' " Jeremy Black says. "The fear is that as we take it to the next level, we'll have too many moving parts." He plans to cut out nine products this year.

            One of the hardest tasks with both being first and then competing against new rivals has been honing the brand message. When consumers don't even know what the product is, how much can they really think about the rain forest?

            Consumers, says Mr. Demos of Silk, "think, 'It's great, warm and fuzzy that you are saving everything but the whales, but...all I care about is saving my sorry ass, and if you can do that with your food, great. If not, I gotta keep looking.' "

            To that end, Sambazon has boiled its message down to simple slogans such as: "Superhealthy. Supertasty. Superfood," and "Get with the purple berry." It now relies on its Web site to explain its social work in the Amazon. And it has scaled back the size of the word "açaí" on its bottle, focusing more on promoting the Sambazon brand to stand out. Given all its competitors, "the calculated gamble is people might be looking for açaí and miss our product," Jeremy Black says.
            * * *

            The surge of açaí players has tested Sambazon in several ways. In 2003, the Blacks sued a rival, claiming his açaí company used similar marketing verbiage. "It was really rough," says Jeremy Black. "They sent out all their [marketing material] to our customers. We were very fragile, and barely making any revenue."

            The lawsuit cost Sambazon $25,000, and the imbroglio underscores the fragile nature of nascent competitors. The suit was settled with the defendant, Amazon Preservation Partners Inc., agreeing not to use certain phrases such as "Amazon Açaí" or "Power Fruit of the Amazon" in its marketing. But today the company's Zola juice products are in some 3,000 accounts nationwide competing directly with Sambazon's new juices, and the rivalry is intense. Chris Cuvelier, Zola's founder, says it was never his intention to create confusion among consumers. Still, he adds, "some people out there are more litigious, and some people just want to be entrepreneurs."

            Larger rivals brought other obstacles. "The big companies...want to wait and then jump in and blow it up bigger," Jeremy Black says. "The danger is then that someone can take it from you." For instance, Sambazon's açaí products sometimes get stocked inside the coolers of Odwalla açaí juices; Odwalla is owned by Coca-Cola. Because Coke distributors are in stores several times a week, the Blacks say Sambazon product often gets pushed to the back of coolers. The only way to fight this is to get more Sambazon sales staffers into stores -- a costly order.

            Meantime, growth has brought trade-offs. Once Sambazon began signing deals with other big juice chains, Juice It Up! stopped promoting the Sambazon brand on its menus. "I don't blame them," Mr. Sidoti of Juice It Up! says. "But loyalty like that is a two-way street."

            The crowded field and Sambazon's success has raised another predicament: whether to sell out if an offer is made. It's a choice not totally up to the Blacks; their angel investors now own one-quarter of the company. "I was in one board meeting, and I said, 'I started this to do positive things with the world and to do good in the Amazon, not necessarily to get a big payout,' " Ryan Black says. "And one of these guys looked me in the eye and said, 'Well, the problem is, then you went out and took $9 million of other people's money.' "

            Signs suggest they can stand alone for now. Sambazon açaí products accounted for 10% of total frozen-fruit sales in natural-foods channels in the year ended January 2007, according to Spins. And by one account, their early Juice It Up! gamble has paid off as planned. Says Mr. Jacoby of Albertsons: "When I think of açaí, I think of Sambazon."

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