If you visit Gray’s Inn, a Tudor-style building with a lush quadrangle in London, you’ll see the greenest, thickest lawn of your life. The groundskeeper is quite free with advice on how to get your lawn looking just like his: “Water, roll, thatch, seed and fertilize. Keep doing that for 500 years, and your lawn will look just like this one.” If a lawn can take 500 years, how long should it take to put an idea into consumers’ minds? Ten years? Twenty ...

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