Go into any grocery store, be it gourmet, organic, or traditional, and walk down the ketchup and mustard aisle. Shoppers will find shelves lined with different kinds and brands of mustard, due in large part to the marketing success of Grey Poupon.
Ketchup, on the other hand, has but a few choices, usually brand related versus variety. Ever wonder why there is so many choices in mustards but basically only one type of ketchup? Bestselling author, Malcolm Gladwell did, and he wrote about it in his column in The New Yorker.
Malcolm Gladwell’s Latest Book
Gladwell’s newly released book, What the Dog Saw (Little, Brown and Company, 2009), includes many of his New Yorker columns. Gladwell has written several business related best sellers including The Tipping Point, (2000, 2002), Blink (2005), and Outliers (2008) all published by Little, Brown and Company.
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