Me me me me, that’s what product development and marketing is all about these days. Give people individual experiences, let them customize, and choice choice choice. It didn’t used to be that way. Companies spent millions developing the one flavor that appealed to the most people, and then bombarded audiences with repetitive marketing messages. In this 17-minute talk, Malcolm Gladwell describes how this all changed because of one obsessed researcher. He believed there was no perfect spaghetti sauce, but only perfect spaghetti sauces. The food industry would never be the same.

Want more consumer news? Visit our parent organization, Consumer Reports, for the latest on scams, recalls, and other consumer issues.