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Ben Weiss created coffee and beverage products for 15 years 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 of 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, but until this book, the true story of this meteoric rise has never been told. Basementality 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. 

experience the culture

Basementality is rooted in authenticity, passion and drive. It’s about creating a culture that unlocks shared vision and inspires teams to succeed. Listen to Ben Weiss as he explores the key lessons, or Basementalities,
from his book — and watch videos that reveal the distinctive culture he created at Bai.

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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.


   Entertainer and Entrepreneur

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