in japan the monga business is $5 billion a year. here it's a tiny fraction, maybe 200 million. >> if anything else, like using a life story like monga. >> reporter: she has high hopes. "mission in a bottle" popped up in college classrooms not just at yale, michigan, maryland, american. >> we're able to take complicated ideas and by illustrating them, get people to pay attention, have it sink in. >> reporter: he may be on to something. earlier this year the university of oklahoma study showed students retained more information after reading a graphic novel than a traditional textbook. >> it's not as if people are doing a lot of homework these days. so if you get somebody to read it and remember it, call it a victory. >> reporter: a different medium delivering a potentially valuable message. >> this book is emphasizing the things that went wrong because if you can avoid mistakes we made, that will save you millions. >> the guide to building a mission driven business in a profit driven world. >> seth goldman is still in charge staying