Behavioral science nerd, creative minimalist, stoic-contrarian. Brand strategist at and blogger at

How a minor invention, industrial greed, and consumer obsession with convenience and novelty changed bread for the worse

For a budding entrepreneur looking for an innovative business idea, the bread business is probably not the smartest way to go. Intuition suggests that a staple available in all possible shapes and variations for over 12,000 years might not offer much leeway for market innovation.

But a century ago, someone…

In the aftermath of the coronavirus crisis, we’re going to wake up with a hangover and with tough lessons to learn in a hurry.

Photo by De an Sun on Unsplash

When you’ve been confined in your apartment for two months and you realize that the only people you came in contact with were wearing a surgical mask, it’s hard to put things into perspective.

We’ve been badly hit by the COVID-19 pandemic, and by now, the one thing that’s on…

Rob Lefort

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