Every day, thousands of companies like your own engage in an all-out battle for a valuable prize: other people’s business. Car companies introduce more powerful engines, restaurants dream up tastier meals, promised toothpaste results are whiter and brighter.
Food used to be so simple. Consider all the varieties we have now: probiotic, low-carb, cholesterol-lowering, gluten-free, GMO-free, trans-fat-free, no-MSG, natural, antibiotic-free and hormone-free. There’s a boatload more, but who’s got menu space for all this?