Irrational Persistence

A modern-day Detroit success story that fuels the entrepreneurial fire

Irrational Persistence tells the story of Garden Fresh Gourmet, and how two entrepreneurs turned a million-dollar debt to a 100-million-dollar annual revenue. Woody Allen famously said that 80 percent of success is just showing up; but any entrepreneur can tell you that it's the other 20 percent that's key. The founders of Garden Fresh took that old saying to heart, building so many strategic advantages into their products and business that their 'sales' team didn't have to do any selling—they simply had to show up. In this book, you'll find out what kind of legwork goes into building a mega-success product, and the strategies, methods, and just plain stubbornness that helped two guys from Detroit build a market leader.

Garden Fresh Gourmet is now the number-one fresh salsa in the US, shipping over a million units every week to Costco, Walmart, Whole Foods, and other national chains—and it all began with two middle-aged guys with negative funds and plenty of ideas. This book shares their journey, insight, and passion to help you build a better business and take it to the top.

• Learn how two entrepreneurs went from major debt to major revenue
• Discover the key characteristics of a product that sells itself
• Consider why selling out might not be the ultimate goal
• Track a journey of 'irrational persistence' from rags to riches

Garden Fresh Gourmet is an inspiration beyond the journey—the way you run things at the top matters, too. Irrational Persistence shows you how to make the tough decisions, live with the sacrifices, and prioritize your values as you build your brand and just keep on going.

DAVE ZILKO is the former Vice Chairman of Garden Fresh Gourmet, makers of the #1 brand of fresh salsa in North America and the premier deli supply company in the United States. He is also an operating partner at Huron Capital, a Detroit-based private equity firm that has more than $1 billion under management.

Praise for IRRATIONAL PERSISTENCE "Many business books are dense and hard to follow. Not this one. Full of wit and charm, Irrational Persistence is a fantastic read that I felt emotionally connected to as I turned the pages. The captivating story not only shares the lessons learned along the way, but conveys them in a manner that any entrepreneur can relate to. The sympathetic connection makes these lessons easy to take to heart." --TED SERBINSKI, Managing Director, Techstars Mobility " Irrational Persistence is a true 'Made in America' story, and should be an inspiration to entrepreneurs everywhere. At a time when news of the business world often focuses on impersonal mega conglomerates behaving badly, the incredible history of Garden Fresh Gourmet shows us that real, long-term success is achieved not by ignoring time-honored values of hard work, honesty, and commitment to excellence, but rather by embracing them. A team with the passion to grow a company the right way did just that, focusing on creating a quality product, establishing unique customer relationships, working to help their community and, most of all, taking no short cuts. In the end it is a story that makes even the most cynical of us proud; proud that this kind of success can and still does happen in America." --CHRIS RIZIK, CEO, Renaissance Venture Capital Fund "Dave Zilko has ridden the roller coaster of a successful business. He has experienced the pitfalls and rewards of the American dream all the while staying true to the core values inside his soul and the great company he helped build. This book takes you on a journey of self-discovery while reaching for the unknown in true entrepreneurial spirit. Zilko describes how grabbing your boot straps or doing a grass roots marketing plan can still work if your core principles are real and you live up to them without compromise. A must read for anyone who's thinking about starting a business, who has a business, or retired from business." --BRIAN POLCYN, Professor of Charcuterie, Schoolcraft College, Author of the bestselling books Charcuterie and Salumi Restaurateur "The naysayers who believe that some sacrificing of quality is essential to scaling up a national and international brand need to take heed. The fresh and natural food revolution is real, and the Garden Fresh founders created products and a business model through relentless customer service, innovation, and an unshakable trust that consumers would value the difference." --RICHARD BAIRD, Senior Advisor and Transformation Leader, Office of Governor Rick Snyder, State of Michigan "An incredible look inside the mind of an entrepreneur. Was it luck that brought a bankrupt startup to a quarter billion dollar business, or was it a mindset that was immune to the prospect of failure? If you have ever wondered what drives an entrepreneur to succeed when others turn back, this book is a must read." --JIM MAHONEY, Partner, Huron Capital Partners

Praise for IRRATIONAL PERSISTENCE "Many business books are dense and hard to follow. Not this one. Full of wit and charm, Irrational Persistence is a fantastic read that I felt emotionally connected to as I turned the pages. The captivating story not only shares the lessons learned along the way, but conveys them in a manner that any entrepreneur can relate to. The sympathetic connection makes these lessons easy to take to heart." TED SERBINSKI, Managing Director, Techstars Mobility " Irrational Persistence is a true 'Made in America' story, and should be an inspiration to entrepreneurs everywhere. At a time when news of the business world often focuses on impersonal mega conglomerates behaving badly, the incredible history of Garden Fresh Gourmet shows us that real, long-term success is achieved not by ignoring time-honored values of hard work, honesty, and commitment to excellence, but rather by embracing them. A team with the passion to grow a company the right way did just that, focusing on creating a quality product, establishing unique customer relationships, working to help their community and, most of all, taking no short cuts. In the end it is a story that makes even the most cynical of us proud; proud that this kind of success can and still does happen in America." CHRIS RIZIK, CEO, Renaissance Venture Capital Fund "Dave Zilko has ridden the roller coaster of a successful business. He has experienced the pitfalls and rewards of the American dream all the while staying true to the core values inside his soul and the great company he helped build. This book takes you on a journey of self-discovery while reaching for the unknown in true entrepreneurial spirit. Zilko describes how grabbing your boot straps or doing a grass roots marketing plan can still work if your core principles are real and you live up to them without compromise. A must read for anyone who's thinking about starting a business, who has a business, or retired from business." BRIAN POLCYN, Professor of Charcuterie, Schoolcraft College, Author of the bestselling books Charcuterie and Salumi Restaurateur "The naysayers who believe that some sacrificing of quality is essential to scaling up a national and international brand need to take heed. The fresh and natural food revolution is real, and the Garden Fresh founders created products and a business model through relentless customer service, innovation, and an unshakable trust that consumers would value the difference." RICHARD BAIRD, Senior Advisor and Transformation Leader, Office of Governor Rick Snyder, State of Michigan "An incredible look inside the mind of an entrepreneur. Was it luck that brought a bankrupt startup to a quarter billion dollar business, or was it a mindset that was immune to the prospect of failure? If you have ever wondered what drives an entrepreneur to succeed when others turn back, this book is a must read." JIM MAHONEY, Partner, Huron Capital Partners

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