Life Won't Be Just A Bowl Of Cherry Garcia

The advertising geniuses on Madison Avenue should be so smart. On June 13, the directors of ice cream maker Ben & Jerry's Homemade Inc. launched a national contest to find a new chief executive officer, unwittingly tapping into a fantasy popular the world over. Asked to mail in 100-word essays on "Why I Would Be A Great CEO For Ben & Jerry's," some 16,000 aspiring CEOs have showered the company's Vermont headquarters with mail. The first-place finisher gets to run Ben & Jerry's, and the runner-up gets--yes, it's true--a lifetime supply of ice cream. Even the losers get something: a rejection letter "suitable for framing."

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