In case anyone still questions the benefits of personality and humor in the business world, Ben & Jerry’s Ice Cream offers one more example of its tongue-in-cheek approach to marketing.

Visitors who explore the property surrounding B&J’s Stowe, Vt., headquarters will discover a small, fenced-in hill with a sign identifying it as the “Flavors Graveyard.” Inside are a series of headstones with clever epitaphs about ice cream flavors that have met their demise over the years.

What better way to admit your mistakes than to bury them with praise and a smile? And what better way to win over your clients than good-natured, self-deprecating humor?