In 2013, my co-founder, Barry Nalebuff, and I have a book coming out, which will expand our reach even further.

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Mr Nalebuff already runs a successful firm selling one of his bright ideas: bottled iced tea that actually tastes like tea.

ECONOMIST: Now that's a good idea

Barry Nalebuff and Ian Ayres are not mad, but distinguished professors at Yale University, the former of economics, the latter of law.

ECONOMIST: Now that's a good idea

For those who may not know the story, Honest Tea was founded by Yale MBA student, Seth Goldman, and one of his professors, Barry Nalebuff, who saw an opportunity to create a delicious healthy beverage alternative to the tons of either too sweet or too bland options on the market.

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