The 51 Percent Rule: They Lost Their Jobs and Googled: ‘What to Make With Goat Milk.’ Now They Run a $60 Million Soap Empire

The founders of Beekman 1802 went eight years without drawing a salary or taking much investment. Their 51 percent rule is something all co-founders should consider.

EXPERT OPINION BY DANIEL ROBBINS, CEO AND FOUNDER OF IBH MEDIA AND HOST OF FOUNDER'S STORY

Dr. Brent Ridge and Josh Kilmer-Purcell, founders of Beekman 1802. Illustration: Inc.; Photos: Getty Images; Courtesy company

Josh Kilmer-Purcell and Dr. Brent Ridge lost their jobs during the Great Recession. They had a farm, a neighboring farmer’s goats, and zero business experience.

So they Googled “what to make with goat milk.” Goat milk soap popped up.

“Our secret to success was desperation,” Josh told me. “If you’re not hungry enough, no matter who you are, you’re not going to make it.”

They started making soap at their dining room table, selling it at local markets, fighting for every customer. For eight years, they didn’t draw a salary—every dollar went back into research, hiring, and growing the business.

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Today, Beekman 1802 has surpassed 60 million bars of soap sold. When people describe the brand, the word they use most often is “love.”

But what caught my attention wasn’t the product. It was how they managed their partnership.

They call it the 51 percent rule: In any decision, whoever is more passionate about the outcome gets 51 percent of the vote. It’s not about who’s better at it, or who’s more experienced but about who cares more.

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