Lance Kalish and Ido Leffler took a stomach-roiling approach to starting their company: Make big promises to customers and hope like hell you keep them. Like that time in early 2007, just three months after they launched Yes To, a maker of skin and hair care products formulated from organically grown fruits and vegetables. Walgreens wanted to put Yes To's line of 16 products in 5,800 stores over the next four months—a $3 million order. "I had to give ten 'I have a dream' speeches [to convince manufacturers to help us]," recalls Leffler. The pair blew through their entire $1 million in seed capital, including rental fees on two 767 jets, to deliver the goods on time from Tel Aviv, Yes To's then home base, to the U.S.
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