Speed is not everything when it comes to winning
The real success stories, by contrast, tap into emerging consumer trends and nearly always start small, and build momentum gradually, he said, with most of the new product success stories in recent years coming from smaller more entrepreneurial companies that are looking at where the food culture is going in the future, not where it is right now.
"Brands built on emerging benefits have the longest-term scale potential. The more disruptive you are, the longer you'll have to wait to achieve scale or returns, but the larger the final prize will be."
