On spaghetti sauce - Malcolm Gladwell
i<00:00:15.839> think<00:00:16.080> i<00:00:16.160> was<00:00:16.320> supposed<00:00:16.640> to<00:00:16.800> talk<00:00:17.039> about<00:00:17.440> my
i think i was supposed to talk about my
i think i was supposed to talk about my
new<00:00:17.840> book<00:00:18.080> which<00:00:18.480> um
new book which um
new book which um
is<00:00:19.520> called<00:00:19.760> blink<00:00:20.320> and<00:00:20.640> it's<00:00:20.880> about<00:00:21.119> snap
is called blink and it's about snap
is called blink and it's about snap
judgments<00:00:21.920> and<00:00:22.160> first<00:00:22.400> impressions<00:00:23.359> and<00:00:23.519> it
judgments and first impressions and it
judgments and first impressions and it
comes<00:00:23.840> out<00:00:24.000> in<00:00:24.400> january<00:00:24.800> and<00:00:24.960> i<00:00:25.039> hope
comes out in january and i hope
comes out in january and i hope
you<00:00:26.080> all<00:00:26.160> buy<00:00:26.320> it<00:00:26.400> in<00:00:26.480> triplicate<00:00:27.199> um
you all buy it in triplicate um
you all buy it in triplicate um
but<00:00:29.039> i<00:00:29.199> was<00:00:29.519> thinking<00:00:29.760> about<00:00:29.920> this<00:00:30.080> and<00:00:30.160> i
but i was thinking about this and i
but i was thinking about this and i
realized<00:00:30.640> that<00:00:30.800> my<00:00:31.119> um<00:00:31.760> that<00:00:32.000> although<00:00:32.239> my<00:00:32.399> new
realized that my um that although my new
realized that my um that although my new
book<00:00:32.719> makes<00:00:33.120> me<00:00:33.360> happy<00:00:33.920> and
book makes me happy and
book makes me happy and
um<00:00:35.280> i<00:00:35.360> think<00:00:35.520> will<00:00:35.680> make<00:00:35.840> my<00:00:36.079> mother<00:00:36.320> happy
um i think will make my mother happy
um i think will make my mother happy
it's<00:00:37.440> not<00:00:37.600> really<00:00:37.840> about<00:00:38.079> happiness
it's not really about happiness
it's not really about happiness
so<00:00:39.760> i<00:00:39.920> decided<00:00:40.320> instead
so i decided instead
so i decided instead
i<00:00:42.160> would<00:00:42.320> talk<00:00:42.480> about<00:00:42.640> someone<00:00:42.960> who<00:00:43.600> i<00:00:43.680> think
i would talk about someone who i think
i would talk about someone who i think
has<00:00:44.160> done<00:00:44.719> as<00:00:44.879> much<00:00:45.200> to<00:00:45.280> make<00:00:45.680> americans<00:00:46.239> happy
has done as much to make americans happy
has done as much to make americans happy
um<00:00:47.360> as<00:00:47.600> perhaps<00:00:48.079> anyone<00:00:48.480> over<00:00:48.719> the<00:00:48.800> last<00:00:49.200> uh<00:00:49.440> 20
um as perhaps anyone over the last uh 20
um as perhaps anyone over the last uh 20
years<00:00:50.320> a<00:00:50.399> man<00:00:50.640> who<00:00:50.800> is<00:00:50.960> a<00:00:51.280> great<00:00:51.680> personal<00:00:52.559> hero
years a man who is a great personal hero
years a man who is a great personal hero
of<00:00:53.039> mine<00:00:53.520> um<00:00:54.079> someone<00:00:54.320> by<00:00:54.480> the<00:00:54.559> name<00:00:54.719> of<00:00:54.960> howard
of mine um someone by the name of howard
of mine um someone by the name of howard
moskowitz<00:00:56.239> who<00:00:56.480> is<00:00:56.640> most<00:00:56.879> famous<00:00:57.360> for
moskowitz who is most famous for
moskowitz who is most famous for
reinventing<00:00:58.559> spaghetti<00:00:59.120> sauce<00:00:59.920> um
reinventing spaghetti sauce um
reinventing spaghetti sauce um
howard<00:01:01.600> is<00:01:01.840> uh<00:01:02.399> howard's<00:01:02.719> about<00:01:02.879> this<00:01:03.120> high
howard is uh howard's about this high
howard is uh howard's about this high
and<00:01:03.920> he's<00:01:04.640> round<00:01:05.280> and<00:01:05.439> he's<00:01:05.760> um<00:01:06.240> in<00:01:06.400> his<00:01:06.560> 60s
and he's round and he's um in his 60s
and he's round and he's um in his 60s
and<00:01:07.040> he<00:01:07.200> has
and he has
and he has
big<00:01:08.320> huge<00:01:08.640> glasses<00:01:09.200> and
big huge glasses and
big huge glasses and
thinning<00:01:11.040> gray<00:01:11.360> hair<00:01:11.600> and<00:01:11.680> he<00:01:12.159> has<00:01:12.400> a<00:01:12.479> kind<00:01:12.640> of
thinning gray hair and he has a kind of
thinning gray hair and he has a kind of
wonderful<00:01:13.439> exuberance<00:01:14.400> and<00:01:14.720> vitality<00:01:15.360> and<00:01:15.920> he
wonderful exuberance and vitality and he
wonderful exuberance and vitality and he
keeps<00:01:16.400> a<00:01:16.560> has<00:01:16.720> a<00:01:16.960> parrot<00:01:17.439> and
keeps a has a parrot and
keeps a has a parrot and
he<00:01:18.240> loves<00:01:18.560> the<00:01:18.799> opera<00:01:19.119> and<00:01:19.200> he's<00:01:19.360> a<00:01:19.520> great
he loves the opera and he's a great
he loves the opera and he's a great
aficionado<00:01:20.880> of<00:01:21.439> of<00:01:21.680> uh<00:01:22.320> medieval<00:01:22.720> history<00:01:23.520> and
aficionado of of uh medieval history and
aficionado of of uh medieval history and
he<00:01:24.000> uh<00:01:24.320> by<00:01:24.560> profession<00:01:25.040> he's<00:01:25.200> a
he uh by profession he's a
he uh by profession he's a
psychophysicist<00:01:26.240> now<00:01:26.799> i<00:01:26.960> should<00:01:27.119> tell<00:01:27.280> you
psychophysicist now i should tell you
psychophysicist now i should tell you
that<00:01:28.000> i<00:01:28.080> have<00:01:28.240> no<00:01:28.400> idea<00:01:28.720> what<00:01:29.360> um
that i have no idea what um
that i have no idea what um
psychophysics<00:01:30.400> is<00:01:30.799> although<00:01:31.360> at<00:01:31.520> some<00:01:31.680> point
psychophysics is although at some point
psychophysics is although at some point
in<00:01:31.920> my<00:01:32.079> life<00:01:32.400> i<00:01:32.560> dated<00:01:32.799> a<00:01:32.880> girl<00:01:33.119> for<00:01:33.280> two<00:01:33.439> years
in my life i dated a girl for two years
in my life i dated a girl for two years
who<00:01:33.759> was<00:01:34.000> getting<00:01:34.240> her<00:01:34.400> doctorate<00:01:35.040> in
who was getting her doctorate in
who was getting her doctorate in
psychophysics<00:01:36.240> um<00:01:36.799> we<00:01:36.960> should<00:01:37.119> tell<00:01:37.280> you
psychophysics um we should tell you
psychophysics um we should tell you
something<00:01:38.240> about<00:01:38.479> that<00:01:38.720> relationship<00:01:39.520> but
something about that relationship but
something about that relationship but
howard
howard
howard
as<00:01:42.320> far<00:01:42.479> as<00:01:42.640> i<00:01:42.720> know<00:01:43.040> psychophysics<00:01:43.600> is<00:01:43.680> about
as far as i know psychophysics is about
as far as i know psychophysics is about
measuring<00:01:44.640> things<00:01:45.360> um<00:01:45.600> and<00:01:45.680> howard<00:01:46.000> is<00:01:46.079> very
measuring things um and howard is very
measuring things um and howard is very
interested<00:01:46.640> in<00:01:46.720> measuring<00:01:47.040> things<00:01:47.280> and<00:01:47.360> he
interested in measuring things and he
interested in measuring things and he
graduated<00:01:48.560> with<00:01:48.799> his<00:01:48.880> doctor<00:01:49.200> from<00:01:49.280> harvard
graduated with his doctor from harvard
graduated with his doctor from harvard
and<00:01:49.680> he<00:01:49.840> set<00:01:50.000> up<00:01:50.079> a<00:01:50.159> little<00:01:50.399> consulting<00:01:50.960> shop
and he set up a little consulting shop
and he set up a little consulting shop
in<00:01:52.079> um<00:01:52.560> white<00:01:52.799> plains<00:01:53.040> new<00:01:53.200> york<00:01:54.320> and<00:01:54.479> one<00:01:54.640> of
in um white plains new york and one of
in um white plains new york and one of
his<00:01:54.880> first<00:01:55.119> clients<00:01:55.520> was<00:01:56.079> this<00:01:56.240> is<00:01:56.479> many<00:01:56.719> years
his first clients was this is many years
his first clients was this is many years
ago<00:01:57.119> back<00:01:57.360> in<00:01:57.439> the<00:01:57.600> early<00:01:57.920> 70s<00:01:58.240> one<00:01:58.399> of<00:01:58.560> his
ago back in the early 70s one of his
ago back in the early 70s one of his
first<00:01:58.880> clients<00:01:59.119> was<00:01:59.360> pepsi
first clients was pepsi
first clients was pepsi
and<00:02:00.880> pepsi<00:02:01.280> came<00:02:01.439> to<00:02:01.520> howard<00:02:01.840> and<00:02:01.920> they<00:02:02.079> said
and pepsi came to howard and they said
and pepsi came to howard and they said
you<00:02:02.799> know<00:02:02.960> we<00:02:03.119> there's<00:02:03.360> this<00:02:03.439> new<00:02:03.600> thing
you know we there's this new thing
you know we there's this new thing
called<00:02:04.000> aspartame<00:02:04.719> and<00:02:04.799> we<00:02:04.960> would<00:02:05.040> like<00:02:05.200> to
called aspartame and we would like to
called aspartame and we would like to
make<00:02:05.680> diet<00:02:06.079> pepsi<00:02:06.880> we'd<00:02:07.119> like<00:02:07.520> you<00:02:07.680> to<00:02:07.840> figure
make diet pepsi we'd like you to figure
make diet pepsi we'd like you to figure
out<00:02:08.399> how<00:02:08.560> much<00:02:09.039> aspartame<00:02:09.679> we<00:02:09.759> should<00:02:10.000> put<00:02:10.319> in
out how much aspartame we should put in
out how much aspartame we should put in
each<00:02:11.520> can<00:02:11.840> of<00:02:11.920> diet<00:02:12.160> pepsi<00:02:12.560> in<00:02:12.640> order<00:02:12.800> to<00:02:12.959> have
each can of diet pepsi in order to have
each can of diet pepsi in order to have
the<00:02:13.280> perfect<00:02:13.760> drink
the perfect drink
the perfect drink
now<00:02:15.200> that<00:02:15.360> sounds<00:02:15.599> like<00:02:15.840> an<00:02:16.000> incredibly
now that sounds like an incredibly
now that sounds like an incredibly
straightforward<00:02:18.000> question<00:02:18.319> to<00:02:18.480> answer
straightforward question to answer
straightforward question to answer
and<00:02:19.440> that's<00:02:19.760> what<00:02:19.920> howard<00:02:20.239> thought<00:02:20.800> because
and that's what howard thought because
and that's what howard thought because
pepsi<00:02:21.360> told<00:02:21.599> them<00:02:21.680> look<00:02:21.840> we're<00:02:22.000> working<00:02:22.319> with
pepsi told them look we're working with
pepsi told them look we're working with
a<00:02:22.480> band<00:02:22.800> between<00:02:23.120> eight<00:02:23.360> and<00:02:23.440> 12<00:02:23.680> percent
a band between eight and 12 percent
a band between eight and 12 percent
anything<00:02:24.480> below<00:02:25.360> eight<00:02:25.599> percent<00:02:26.000> sweetness
anything below eight percent sweetness
anything below eight percent sweetness
is<00:02:26.560> not<00:02:26.720> sweet<00:02:27.040> enough<00:02:27.840> anything<00:02:28.239> above<00:02:28.640> 12
is not sweet enough anything above 12
is not sweet enough anything above 12
percent<00:02:29.280> sweetness<00:02:30.160> is<00:02:30.319> too<00:02:30.480> sweet<00:02:31.040> we<00:02:31.200> want
percent sweetness is too sweet we want
percent sweetness is too sweet we want
to<00:02:31.519> know<00:02:31.680> what's<00:02:32.000> the<00:02:32.080> sweet<00:02:32.400> spot<00:02:32.720> between<00:02:33.120> 8
to know what's the sweet spot between 8
to know what's the sweet spot between 8
and<00:02:33.440> 12.
and 12.
and 12.
now<00:02:35.599> if<00:02:35.840> i<00:02:35.920> gave<00:02:36.080> you<00:02:36.160> this<00:02:36.319> problem<00:02:36.640> to<00:02:36.720> do<00:02:36.879> you
now if i gave you this problem to do you
now if i gave you this problem to do you
would<00:02:37.200> all<00:02:37.440> say<00:02:37.680> it's<00:02:37.840> very<00:02:38.080> simple<00:02:38.560> what<00:02:38.800> we
would all say it's very simple what we
would all say it's very simple what we
do<00:02:39.040> is<00:02:39.200> we<00:02:39.280> make<00:02:39.519> up<00:02:39.840> a<00:02:40.000> big<00:02:40.239> experimental
do is we make up a big experimental
do is we make up a big experimental
batch<00:02:41.200> of<00:02:41.599> pepsi<00:02:42.319> at<00:02:42.560> every<00:02:43.280> degree<00:02:43.680> of
batch of pepsi at every degree of
batch of pepsi at every degree of
sweetness<00:02:44.400> 8<00:02:45.120> 8.1<00:02:45.680> 8.2<00:02:46.239> 8.3<00:02:46.800> all<00:02:46.959> the<00:02:46.959> way<00:02:47.120> up
sweetness 8 8.1 8.2 8.3 all the way up
sweetness 8 8.1 8.2 8.3 all the way up
to<00:02:47.360> 12.<00:02:48.080> and<00:02:48.239> we<00:02:48.640> try<00:02:48.879> this<00:02:49.120> out<00:02:49.200> with
to 12. and we try this out with
to 12. and we try this out with
thousands<00:02:49.920> of<00:02:50.000> people<00:02:50.640> and<00:02:50.800> we<00:02:50.959> plot<00:02:51.280> the
thousands of people and we plot the
thousands of people and we plot the
results<00:02:51.920> on<00:02:52.080> a<00:02:52.160> curve<00:02:52.879> and<00:02:53.040> we<00:02:53.280> take<00:02:53.519> the<00:02:53.680> most
results on a curve and we take the most
results on a curve and we take the most
popular<00:02:54.400> concentration<00:02:55.280> right<00:02:55.840> really
popular concentration right really
popular concentration right really
simple
simple
simple
howard<00:02:57.440> does<00:02:57.680> the<00:02:57.760> experiment<00:02:58.239> and<00:02:58.319> he<00:02:58.400> gets
howard does the experiment and he gets
howard does the experiment and he gets
the<00:02:58.640> data<00:02:58.879> back<00:02:59.120> and<00:02:59.200> he<00:02:59.280> plots<00:02:59.599> it<00:02:59.760> on<00:02:59.840> a<00:03:00.000> curve
the data back and he plots it on a curve
the data back and he plots it on a curve
and<00:03:00.640> all<00:03:00.800> of<00:03:00.800> a<00:03:00.879> sudden<00:03:01.120> he<00:03:01.280> realizes<00:03:02.080> it's<00:03:02.239> not
and all of a sudden he realizes it's not
and all of a sudden he realizes it's not
a<00:03:02.560> nice<00:03:02.800> spell<00:03:03.120> curve<00:03:03.920> in<00:03:04.080> fact<00:03:04.640> data<00:03:04.879> doesn't
a nice spell curve in fact data doesn't
a nice spell curve in fact data doesn't
make<00:03:05.280> any<00:03:05.440> sense<00:03:05.840> it's<00:03:06.000> a<00:03:06.080> mess<00:03:06.480> it's<00:03:06.720> all<00:03:06.879> over
make any sense it's a mess it's all over
make any sense it's a mess it's all over
the<00:03:07.200> place
the place
the place
now<00:03:08.800> most<00:03:09.040> people<00:03:09.360> in<00:03:09.519> that<00:03:09.680> business<00:03:10.159> in<00:03:10.319> the
now most people in that business in the
now most people in that business in the
world<00:03:10.640> of<00:03:10.879> testing<00:03:11.519> food<00:03:12.239> and<00:03:12.480> such<00:03:12.959> are<00:03:13.040> not
world of testing food and such are not
world of testing food and such are not
dismayed<00:03:13.760> when<00:03:13.920> the<00:03:14.000> data<00:03:14.319> comes<00:03:14.560> back<00:03:15.120> a<00:03:15.200> mess
dismayed when the data comes back a mess
dismayed when the data comes back a mess
they<00:03:16.000> think<00:03:16.239> well<00:03:16.720> you<00:03:16.800> know<00:03:17.120> figuring<00:03:17.440> out
they think well you know figuring out
they think well you know figuring out
what<00:03:17.840> people<00:03:18.080> think<00:03:18.239> about<00:03:18.480> coal<00:03:18.800> is<00:03:18.959> not<00:03:19.120> that
what people think about coal is not that
what people think about coal is not that
easy
easy
easy
you<00:03:20.400> know<00:03:20.640> maybe<00:03:20.879> we<00:03:20.959> made<00:03:21.120> an<00:03:21.280> error
you know maybe we made an error
you know maybe we made an error
somewhere<00:03:21.680> along<00:03:21.920> the<00:03:22.080> way
somewhere along the way
somewhere along the way
you<00:03:23.120> know<00:03:23.599> let's<00:03:23.840> just<00:03:24.000> make<00:03:24.159> an<00:03:24.319> educated
you know let's just make an educated
you know let's just make an educated
guess<00:03:25.120> and<00:03:25.200> they<00:03:25.440> simply<00:03:25.840> point<00:03:26.080> and<00:03:26.159> they<00:03:26.319> go
guess and they simply point and they go
guess and they simply point and they go
for<00:03:26.879> 10
for 10
for 10
right<00:03:28.000> in<00:03:28.080> the<00:03:28.159> middle
right in the middle
right in the middle
howard<00:03:29.760> is<00:03:29.920> not<00:03:30.080> so<00:03:30.239> easily<00:03:30.480> placated<00:03:31.360> howard
howard is not so easily placated howard
howard is not so easily placated howard
is<00:03:31.760> a<00:03:31.840> man<00:03:32.080> of<00:03:32.239> certain<00:03:32.560> degree<00:03:32.879> of
is a man of certain degree of
is a man of certain degree of
intellectual<00:03:33.519> standards<00:03:34.159> and<00:03:34.239> this<00:03:34.400> was<00:03:34.560> not
intellectual standards and this was not
intellectual standards and this was not
good<00:03:34.879> enough<00:03:35.120> for<00:03:35.280> him<00:03:35.440> and<00:03:35.519> he<00:03:35.920> this<00:03:36.400> question
good enough for him and he this question
good enough for him and he this question
bedeviled<00:03:37.440> him<00:03:37.599> for<00:03:37.760> years<00:03:38.560> and<00:03:38.640> he<00:03:38.799> would
bedeviled him for years and he would
bedeviled him for years and he would
think<00:03:39.200> it<00:03:39.360> through<00:03:39.680> and<00:03:39.920> say<00:03:40.239> what<00:03:40.480> was<00:03:40.720> wrong
think it through and say what was wrong
think it through and say what was wrong
why<00:03:41.440> could<00:03:41.599> we<00:03:41.760> not<00:03:41.920> make<00:03:42.159> sense<00:03:42.480> of<00:03:43.040> this
why could we not make sense of this
why could we not make sense of this
experiment<00:03:44.000> with<00:03:44.319> diet<00:03:44.560> pepsi
experiment with diet pepsi
experiment with diet pepsi
and<00:03:45.760> one<00:03:46.000> day<00:03:46.239> he<00:03:46.319> was<00:03:46.480> sitting<00:03:46.720> in<00:03:46.879> a<00:03:46.959> diner<00:03:47.599> in
and one day he was sitting in a diner in
and one day he was sitting in a diner in
white<00:03:48.239> plains<00:03:48.640> about<00:03:48.879> to<00:03:49.040> go<00:03:49.519> trying<00:03:49.680> to<00:03:49.760> dream
white plains about to go trying to dream
white plains about to go trying to dream
up<00:03:50.080> some<00:03:50.239> work<00:03:50.400> for<00:03:50.560> nescafe<00:03:51.680> and<00:03:52.000> suddenly
up some work for nescafe and suddenly
up some work for nescafe and suddenly
like<00:03:52.799> a<00:03:52.959> bolt<00:03:53.200> of<00:03:53.360> lightning<00:03:54.000> the<00:03:54.159> answer<00:03:54.560> came
like a bolt of lightning the answer came
like a bolt of lightning the answer came
to<00:03:54.879> him<00:03:55.519> and<00:03:55.599> that<00:03:55.840> is<00:03:56.000> that<00:03:56.159> when<00:03:56.319> they
to him and that is that when they
to him and that is that when they
analyzed<00:03:56.959> the<00:03:57.040> diet<00:03:57.280> pepsi<00:03:57.599> data<00:03:57.840> they<00:03:58.000> were
analyzed the diet pepsi data they were
analyzed the diet pepsi data they were
asking<00:03:58.400> the<00:03:58.560> wrong<00:03:58.879> question
asking the wrong question
asking the wrong question
they<00:04:00.000> were<00:04:00.159> looking<00:04:00.480> for<00:04:00.640> the<00:04:00.720> perfect<00:04:01.120> pepsi
they were looking for the perfect pepsi
they were looking for the perfect pepsi
and<00:04:02.159> they<00:04:02.319> should<00:04:02.480> have<00:04:02.560> been<00:04:02.720> looking<00:04:03.040> for
and they should have been looking for
and they should have been looking for
the<00:04:03.280> perfect<00:04:04.080> pepsis
the perfect pepsis
the perfect pepsis
trust<00:04:06.480> me<00:04:07.040> this<00:04:07.200> was<00:04:07.360> an<00:04:07.519> enormous<00:04:08.080> revelation
trust me this was an enormous revelation
trust me this was an enormous revelation
this<00:04:09.599> was<00:04:10.239> one<00:04:10.400> of<00:04:10.480> the<00:04:10.560> most<00:04:11.040> brilliant
this was one of the most brilliant
this was one of the most brilliant
breakthroughs<00:04:12.000> in<00:04:12.159> all<00:04:12.319> of<00:04:12.400> food<00:04:12.640> science<00:04:12.959> and
breakthroughs in all of food science and
breakthroughs in all of food science and
howard<00:04:13.360> immediately<00:04:13.760> went<00:04:14.000> on<00:04:14.080> the<00:04:14.159> road<00:04:14.720> and
howard immediately went on the road and
howard immediately went on the road and
he<00:04:14.959> would<00:04:15.040> go<00:04:15.200> to<00:04:15.280> conferences<00:04:15.760> around<00:04:16.000> the
he would go to conferences around the
he would go to conferences around the
country<00:04:16.320> and<00:04:16.400> he<00:04:16.479> would<00:04:16.639> stand<00:04:16.880> up<00:04:16.959> and<00:04:17.120> he
country and he would stand up and he
country and he would stand up and he
would<00:04:17.359> say<00:04:17.919> you<00:04:18.160> have<00:04:18.320> been<00:04:18.560> looking<00:04:18.880> for<00:04:19.120> the
would say you have been looking for the
would say you have been looking for the
perfect<00:04:19.680> pepsi
perfect pepsi
perfect pepsi
you're<00:04:21.199> wrong<00:04:22.000> you<00:04:22.160> should<00:04:22.320> be<00:04:22.479> looking<00:04:22.800> for
you're wrong you should be looking for
you're wrong you should be looking for
the<00:04:23.120> perfect<00:04:24.000> pepsi's
the perfect pepsi's
the perfect pepsi's
people<00:04:25.360> would<00:04:25.520> look<00:04:25.600> at<00:04:25.759> him<00:04:25.919> with<00:04:26.000> a<00:04:26.080> blank
people would look at him with a blank
people would look at him with a blank
look<00:04:26.720> and<00:04:26.800> they<00:04:26.960> would<00:04:27.040> say<00:04:27.600> what<00:04:27.759> are<00:04:27.840> you
look and they would say what are you
look and they would say what are you
talking<00:04:28.240> about<00:04:28.560> it's<00:04:28.800> craziness<00:04:29.440> and<00:04:29.520> they
talking about it's craziness and they
talking about it's craziness and they
would<00:04:29.759> say<00:04:30.000> you<00:04:30.080> know<00:04:30.320> move<00:04:30.639> next<00:04:31.280> try<00:04:31.440> to<00:04:31.520> get
would say you know move next try to get
would say you know move next try to get
business<00:04:32.080> nobody<00:04:32.320> would<00:04:32.560> hire<00:04:32.880> him<00:04:33.360> he<00:04:33.520> was
business nobody would hire him he was
business nobody would hire him he was
obsessed<00:04:34.400> though<00:04:34.639> and<00:04:34.800> he<00:04:34.960> talked<00:04:35.199> about<00:04:35.360> it
obsessed though and he talked about it
obsessed though and he talked about it
and<00:04:35.600> talked<00:04:35.759> about<00:04:35.919> it<00:04:36.080> and<00:04:36.160> talked<00:04:36.320> about<00:04:36.560> it
and talked about it and talked about it
and talked about it and talked about it
howard<00:04:37.280> loves<00:04:37.520> the<00:04:37.600> yiddish<00:04:38.000> expression<00:04:38.720> to<00:04:38.880> a
howard loves the yiddish expression to a
howard loves the yiddish expression to a
worm<00:04:39.280> in<00:04:39.440> horseradish<00:04:40.160> the<00:04:40.240> world<00:04:40.479> is
worm in horseradish the world is
worm in horseradish the world is
horseradish<00:04:41.840> this<00:04:42.080> was<00:04:42.320> his<00:04:42.560> horseradish
horseradish this was his horseradish
horseradish this was his horseradish
he<00:04:45.199> was<00:04:45.440> obsessed<00:04:45.919> with<00:04:46.160> it
he was obsessed with it
he was obsessed with it
and<00:04:47.600> finally
and finally
and finally
he<00:04:49.040> had<00:04:49.120> a<00:04:49.199> breakthrough<00:04:50.160> vlasic<00:04:50.560> pickles
he had a breakthrough vlasic pickles
he had a breakthrough vlasic pickles
came<00:04:51.360> to<00:04:51.520> him
came to him
came to him
and<00:04:52.320> they<00:04:52.560> said<00:04:52.880> mr<00:04:53.199> moskowitz<00:04:53.919> dr<00:04:54.320> moskowitz
and they said mr moskowitz dr moskowitz
and they said mr moskowitz dr moskowitz
we<00:04:55.360> want<00:04:55.520> to<00:04:55.600> make<00:04:55.840> the<00:04:56.000> perfect<00:04:56.400> pickle<00:04:56.960> and
we want to make the perfect pickle and
we want to make the perfect pickle and
he<00:04:57.280> said<00:04:57.919> there<00:04:58.160> is<00:04:58.320> no<00:04:58.479> perfect<00:04:58.800> pickle<00:04:59.120> there
he said there is no perfect pickle there
he said there is no perfect pickle there
are<00:04:59.360> only<00:04:59.680> perfect<00:05:00.160> pickles
are only perfect pickles
are only perfect pickles
and<00:05:01.840> he<00:05:01.919> came<00:05:02.080> back<00:05:02.240> to<00:05:02.320> them<00:05:02.479> and<00:05:02.560> he<00:05:02.639> said<00:05:02.880> you
and he came back to them and he said you
and he came back to them and he said you
don't<00:05:03.199> just<00:05:03.440> need<00:05:03.759> to<00:05:03.919> improve<00:05:04.240> your<00:05:04.479> regular
don't just need to improve your regular
don't just need to improve your regular
you<00:05:05.280> need<00:05:05.440> to<00:05:05.600> create<00:05:06.000> zesty
you need to create zesty
you need to create zesty
and<00:05:07.199> that's<00:05:07.440> where<00:05:07.600> we<00:05:07.759> got<00:05:07.919> zesty
and that's where we got zesty
and that's where we got zesty
pickles<00:05:09.840> then<00:05:10.080> the<00:05:10.160> next<00:05:10.320> person<00:05:10.639> came<00:05:10.800> to<00:05:10.960> him
pickles then the next person came to him
pickles then the next person came to him
and<00:05:11.120> that<00:05:11.280> was<00:05:11.440> campbell's<00:05:11.840> soup<00:05:12.400> this<00:05:12.639> was
and that was campbell's soup this was
and that was campbell's soup this was
even<00:05:12.960> more<00:05:13.120> important<00:05:13.520> in<00:05:13.680> fact<00:05:14.240> campbell's
even more important in fact campbell's
even more important in fact campbell's
soup<00:05:14.960> is<00:05:15.039> where
soup is where
soup is where
howard<00:05:16.240> made<00:05:16.400> his<00:05:16.560> reputation
howard made his reputation
howard made his reputation
campbell's<00:05:18.400> made<00:05:18.560> prego<00:05:19.120> and<00:05:19.280> prego<00:05:19.680> in<00:05:19.840> the
campbell's made prego and prego in the
campbell's made prego and prego in the
early<00:05:20.160> 80s<00:05:20.560> was<00:05:20.880> struggling
early 80s was struggling
early 80s was struggling
next<00:05:22.320> to<00:05:22.479> ragu<00:05:22.880> which<00:05:23.039> was<00:05:23.280> the<00:05:23.440> dominant
next to ragu which was the dominant
next to ragu which was the dominant
spaghetti<00:05:24.560> sauce<00:05:25.280> of<00:05:25.360> the<00:05:25.600> 70s<00:05:26.000> and<00:05:26.160> 80s<00:05:26.880> now
spaghetti sauce of the 70s and 80s now
spaghetti sauce of the 70s and 80s now
in<00:05:27.440> the<00:05:27.520> industry<00:05:27.919> i<00:05:27.919> don't<00:05:28.000> know<00:05:28.160> whether<00:05:28.400> you
in the industry i don't know whether you
in the industry i don't know whether you
care<00:05:28.720> about<00:05:28.880> this<00:05:29.039> or<00:05:29.199> how<00:05:29.280> much<00:05:29.440> time<00:05:29.680> i<00:05:29.759> have
care about this or how much time i have
care about this or how much time i have
to<00:05:29.919> go<00:05:30.080> into<00:05:30.240> this<00:05:30.400> but
to go into this but
to go into this but
it<00:05:31.680> was<00:05:32.000> technically<00:05:32.479> speaking<00:05:33.039> this<00:05:33.199> is<00:05:33.360> an
it was technically speaking this is an
it was technically speaking this is an
aside<00:05:33.840> prego<00:05:34.240> is<00:05:34.320> a<00:05:34.400> better<00:05:34.800> tomato<00:05:35.199> sauce
aside prego is a better tomato sauce
aside prego is a better tomato sauce
than<00:05:35.600> a<00:05:35.680> ragu<00:05:36.479> the<00:05:36.720> quality<00:05:36.960> of<00:05:37.039> the<00:05:37.120> tomato
than a ragu the quality of the tomato
than a ragu the quality of the tomato
paste<00:05:37.680> is<00:05:37.759> much<00:05:38.000> better<00:05:38.240> this<00:05:38.479> my<00:05:38.720> spice<00:05:39.039> mix
paste is much better this my spice mix
paste is much better this my spice mix
is<00:05:39.680> far<00:05:39.919> superior<00:05:40.639> it<00:05:40.720> adheres<00:05:41.120> to<00:05:41.280> the<00:05:41.440> pasta
is far superior it adheres to the pasta
is far superior it adheres to the pasta
in<00:05:41.840> a<00:05:41.919> much<00:05:42.160> more<00:05:42.320> pleasing<00:05:42.639> way<00:05:42.800> in<00:05:42.880> fact<00:05:43.440> they
in a much more pleasing way in fact they
in a much more pleasing way in fact they
would<00:05:43.680> do<00:05:43.840> the<00:05:43.919> famous<00:05:44.240> bowl<00:05:44.560> test<00:05:45.280> back<00:05:45.520> in
would do the famous bowl test back in
would do the famous bowl test back in
the<00:05:45.759> 70s<00:05:46.240> with<00:05:46.400> reg<00:05:46.639> with<00:05:46.880> ragu<00:05:47.199> and<00:05:47.280> prego
the 70s with reg with ragu and prego
the 70s with reg with ragu and prego
you'd<00:05:48.080> have<00:05:48.160> a<00:05:48.320> plate<00:05:48.560> of<00:05:48.639> spaghetti<00:05:49.120> and<00:05:49.199> you
you'd have a plate of spaghetti and you
you'd have a plate of spaghetti and you
would
would
would
pour<00:05:50.639> it<00:05:50.800> on<00:05:51.120> right<00:05:51.759> and<00:05:52.000> the<00:05:52.160> ragu<00:05:52.639> would<00:05:52.800> all
pour it on right and the ragu would all
pour it on right and the ragu would all
go<00:05:53.120> to<00:05:53.280> the<00:05:53.360> bottom<00:05:54.080> and<00:05:54.240> the<00:05:54.400> prego<00:05:55.039> would<00:05:55.199> sit
go to the bottom and the prego would sit
go to the bottom and the prego would sit
on<00:05:55.680> top<00:05:56.479> that's<00:05:56.720> called<00:05:56.960> adherence<00:05:58.000> and
on top that's called adherence and
on top that's called adherence and
anyway<00:05:59.199> despite<00:05:59.600> the<00:05:59.759> fact<00:06:00.000> that<00:06:00.319> they<00:06:00.479> were
anyway despite the fact that they were
anyway despite the fact that they were
far<00:06:01.039> superior<00:06:01.680> in<00:06:01.840> adherence<00:06:02.560> and<00:06:02.720> the
far superior in adherence and the
far superior in adherence and the
quality<00:06:03.360> of<00:06:03.520> their<00:06:03.759> tomato<00:06:04.240> paste
quality of their tomato paste
quality of their tomato paste
prego<00:06:05.680> was<00:06:05.840> struggling<00:06:06.720> so<00:06:06.880> they<00:06:07.039> came<00:06:07.280> to
prego was struggling so they came to
prego was struggling so they came to
howard<00:06:08.080> and<00:06:08.240> they<00:06:08.400> said<00:06:09.120> fix<00:06:09.440> us
howard and they said fix us
howard and they said fix us
and<00:06:10.160> howard<00:06:10.479> looked<00:06:10.639> at<00:06:10.720> their<00:06:10.880> product<00:06:11.120> line
and howard looked at their product line
and howard looked at their product line
and<00:06:11.440> he<00:06:11.520> said<00:06:11.680> what<00:06:11.840> you<00:06:12.080> have<00:06:12.560> is<00:06:12.800> a<00:06:12.880> dead
and he said what you have is a dead
and he said what you have is a dead
potatoes
potatoes
potatoes
a<00:06:14.479> dead<00:06:14.720> tomato<00:06:15.280> society
a dead tomato society
a dead tomato society
so<00:06:16.800> he<00:06:16.960> said<00:06:17.199> this<00:06:17.520> is<00:06:17.600> what<00:06:17.759> i<00:06:17.840> want<00:06:17.919> to<00:06:18.000> do<00:06:18.720> and
so he said this is what i want to do and
so he said this is what i want to do and
he<00:06:18.960> got<00:06:19.199> together<00:06:19.520> with<00:06:19.680> the<00:06:19.840> campbell's<00:06:20.160> soup
he got together with the campbell's soup
he got together with the campbell's soup
kitchen<00:06:20.720> and<00:06:20.800> he<00:06:20.960> made<00:06:21.680> 45<00:06:22.560> varieties<00:06:23.520> of
kitchen and he made 45 varieties of
kitchen and he made 45 varieties of
spaghetti<00:06:24.160> sauce<00:06:24.720> and<00:06:24.880> he<00:06:25.039> varied<00:06:25.280> them
spaghetti sauce and he varied them
spaghetti sauce and he varied them
according<00:06:25.840> to<00:06:26.080> every<00:06:26.400> conceivable<00:06:27.039> way<00:06:27.280> that
according to every conceivable way that
according to every conceivable way that
you<00:06:27.520> can<00:06:27.759> vary<00:06:28.240> tomato<00:06:28.720> sauce<00:06:29.280> by<00:06:29.520> sweetness
you can vary tomato sauce by sweetness
you can vary tomato sauce by sweetness
by<00:06:30.240> level<00:06:30.479> of<00:06:30.639> garlic<00:06:31.199> by<00:06:31.440> tartness<00:06:32.000> by
by level of garlic by tartness by
by level of garlic by tartness by
sourness<00:06:32.880> by<00:06:33.120> tomatoiness<00:06:34.400> by<00:06:34.720> visible
sourness by tomatoiness by visible
sourness by tomatoiness by visible
solids<00:06:35.759> my<00:06:36.000> favorite<00:06:36.400> term<00:06:36.880> in<00:06:37.280> this
solids my favorite term in this
solids my favorite term in this
spaghetti<00:06:39.039> sauce<00:06:39.360> business<00:06:40.160> every
spaghetti sauce business every
spaghetti sauce business every
conceivable<00:06:41.280> way<00:06:41.520> you<00:06:41.680> can<00:06:41.919> vary<00:06:42.720> spaghetti
conceivable way you can vary spaghetti
conceivable way you can vary spaghetti
sauce<00:06:43.600> he<00:06:43.840> varied<00:06:44.240> spaghetti<00:06:44.800> sauce<00:06:45.520> and<00:06:45.600> then
sauce he varied spaghetti sauce and then
sauce he varied spaghetti sauce and then
he<00:06:45.840> took<00:06:46.080> this<00:06:46.400> whole<00:06:46.720> raft<00:06:47.120> of<00:06:47.280> 45
he took this whole raft of 45
he took this whole raft of 45
spaghetti<00:06:48.960> sauces<00:06:49.280> and<00:06:49.360> he<00:06:49.440> went<00:06:49.599> on<00:06:49.680> the<00:06:49.759> road
spaghetti sauces and he went on the road
spaghetti sauces and he went on the road
he<00:06:50.479> went<00:06:50.639> to<00:06:50.800> new<00:06:50.880> york<00:06:51.120> he<00:06:51.280> went<00:06:51.440> to<00:06:51.520> chicago
he went to new york he went to chicago
he went to new york he went to chicago
he<00:06:52.160> went<00:06:52.240> to<00:06:52.400> jacksonville<00:06:52.880> he<00:06:52.960> went<00:06:53.120> to<00:06:53.199> los
he went to jacksonville he went to los
he went to jacksonville he went to los
angeles<00:06:54.240> and<00:06:54.400> he<00:06:54.479> brought<00:06:54.800> in<00:06:54.880> people<00:06:55.120> by<00:06:55.280> the
angeles and he brought in people by the
angeles and he brought in people by the
truckload<00:06:56.319> into<00:06:56.560> big<00:06:57.199> halls<00:06:57.919> and<00:06:58.080> he<00:06:58.240> sat<00:06:58.479> them
truckload into big halls and he sat them
truckload into big halls and he sat them
down<00:06:58.800> for<00:06:58.960> two<00:06:59.199> hours<00:06:59.440> and<00:06:59.520> he<00:06:59.599> gave<00:06:59.840> them<00:06:59.919> over
down for two hours and he gave them over
down for two hours and he gave them over
the<00:07:00.160> course<00:07:00.400> of<00:07:00.479> that<00:07:00.639> two<00:07:00.880> hours<00:07:01.360> ten<00:07:01.599> bowls
the course of that two hours ten bowls
the course of that two hours ten bowls
ten<00:07:03.280> small<00:07:03.599> bowls<00:07:03.840> of<00:07:03.919> pasta<00:07:04.240> with<00:07:04.400> a
ten small bowls of pasta with a
ten small bowls of pasta with a
different
different
different
spaghetti<00:07:06.000> sauce<00:07:06.319> on<00:07:06.479> each<00:07:06.639> one
spaghetti sauce on each one
spaghetti sauce on each one
and<00:07:07.599> after<00:07:07.759> they<00:07:08.000> ate<00:07:08.240> each<00:07:08.800> bowl<00:07:09.120> they<00:07:09.280> were
and after they ate each bowl they were
and after they ate each bowl they were
at<00:07:09.599> to<00:07:09.759> rate<00:07:10.080> from<00:07:10.319> zero<00:07:10.560> to<00:07:10.720> a<00:07:10.800> hundred<00:07:11.680> how
at to rate from zero to a hundred how
at to rate from zero to a hundred how
good<00:07:12.080> they<00:07:12.240> thought
good they thought
good they thought
the<00:07:13.199> spaghetti<00:07:13.599> sauce<00:07:13.919> was
the spaghetti sauce was
the spaghetti sauce was
at<00:07:14.960> the<00:07:15.120> end<00:07:15.280> of<00:07:15.360> that<00:07:15.759> process<00:07:16.240> after<00:07:16.479> doing
at the end of that process after doing
at the end of that process after doing
it<00:07:16.720> for<00:07:16.880> months<00:07:17.120> and<00:07:17.280> months<00:07:17.840> he<00:07:18.000> had<00:07:18.160> a
it for months and months he had a
it for months and months he had a
mountain<00:07:18.639> of<00:07:18.800> data<00:07:19.440> about<00:07:19.680> how<00:07:19.840> the<00:07:20.000> american
mountain of data about how the american
mountain of data about how the american
people<00:07:20.880> feel
people feel
people feel
about<00:07:22.160> spaghetti<00:07:22.720> sauce<00:07:23.360> and<00:07:23.440> then<00:07:23.599> he
about spaghetti sauce and then he
about spaghetti sauce and then he
analyzed<00:07:24.080> the<00:07:24.160> data<00:07:24.400> now<00:07:24.560> did<00:07:24.720> he<00:07:24.800> look<00:07:24.960> for
analyzed the data now did he look for
analyzed the data now did he look for
the<00:07:25.199> most<00:07:25.520> popular<00:07:26.400> brand
the most popular brand
the most popular brand
variety<00:07:27.919> of<00:07:28.080> spaghetti<00:07:28.479> sauce<00:07:28.800> no<00:07:29.039> howard
variety of spaghetti sauce no howard
variety of spaghetti sauce no howard
doesn't<00:07:29.599> believe<00:07:30.240> that<00:07:30.400> there<00:07:30.560> is<00:07:30.720> such<00:07:30.960> a
doesn't believe that there is such a
doesn't believe that there is such a
thing<00:07:31.520> instead<00:07:31.919> he<00:07:32.080> looked<00:07:32.240> at<00:07:32.319> the<00:07:32.400> data<00:07:32.639> and
thing instead he looked at the data and
thing instead he looked at the data and
he<00:07:32.880> said<00:07:33.520> let's<00:07:33.759> see<00:07:34.000> if<00:07:34.160> we<00:07:34.319> can<00:07:34.560> group<00:07:34.960> these
he said let's see if we can group these
he said let's see if we can group these
different<00:07:36.000> all<00:07:36.160> these<00:07:36.400> different<00:07:36.720> data
different all these different data
different all these different data
points<00:07:37.759> into<00:07:38.400> clusters<00:07:39.199> let's<00:07:39.440> see<00:07:39.599> if<00:07:39.759> they
points into clusters let's see if they
points into clusters let's see if they
congregate<00:07:40.479> around<00:07:40.800> certain<00:07:41.120> ideas
congregate around certain ideas
congregate around certain ideas
and<00:07:42.479> sure<00:07:42.720> enough<00:07:43.440> if<00:07:43.599> you<00:07:43.759> sit<00:07:44.000> down<00:07:44.639> and<00:07:44.720> you
and sure enough if you sit down and you
and sure enough if you sit down and you
analyze
analyze
analyze
these<00:07:46.479> all<00:07:46.639> this<00:07:46.800> data<00:07:47.120> on<00:07:47.199> spaghetti<00:07:47.680> sauce
these all this data on spaghetti sauce
these all this data on spaghetti sauce
you<00:07:48.160> realize<00:07:48.479> that<00:07:48.639> all<00:07:48.800> americans<00:07:49.360> fall<00:07:49.919> into
you realize that all americans fall into
you realize that all americans fall into
one<00:07:50.319> of<00:07:50.400> three<00:07:50.639> groups
one of three groups
one of three groups
there<00:07:51.759> are<00:07:51.919> people<00:07:52.160> who<00:07:52.319> like<00:07:52.479> their
there are people who like their
there are people who like their
spaghetti<00:07:53.039> sauce<00:07:53.360> plain
spaghetti sauce plain
spaghetti sauce plain
there<00:07:54.720> are<00:07:54.800> people<00:07:55.039> who<00:07:55.199> like<00:07:55.360> their
there are people who like their
there are people who like their
spaghetti<00:07:56.000> sauce<00:07:56.240> spicy
spaghetti sauce spicy
spaghetti sauce spicy
and<00:07:57.360> there<00:07:57.520> are<00:07:57.680> people<00:07:57.919> who<00:07:58.080> like<00:07:58.319> it<00:07:58.479> extra
and there are people who like it extra
and there are people who like it extra
chunky
chunky
chunky
and<00:08:00.400> of<00:08:00.639> those<00:08:00.879> three<00:08:01.199> facts<00:08:02.000> the<00:08:02.240> third<00:08:02.560> one
and of those three facts the third one
and of those three facts the third one
was<00:08:02.960> the<00:08:03.039> most<00:08:03.280> significant
was the most significant
was the most significant
because<00:08:04.720> at<00:08:04.879> the<00:08:05.039> time<00:08:05.680> in<00:08:05.840> the<00:08:05.919> early<00:08:06.160> 1980s
because at the time in the early 1980s
because at the time in the early 1980s
if<00:08:07.120> you<00:08:07.280> went<00:08:07.440> to<00:08:07.599> a<00:08:07.680> supermarket<00:08:08.639> you<00:08:08.879> would
if you went to a supermarket you would
if you went to a supermarket you would
not<00:08:09.360> find<00:08:09.759> extra<00:08:10.160> chunky<00:08:10.800> spaghetti<00:08:11.360> sauce
not find extra chunky spaghetti sauce
not find extra chunky spaghetti sauce
and<00:08:12.560> prego<00:08:12.960> turned<00:08:13.199> to<00:08:13.280> howard<00:08:13.599> and<00:08:13.680> they<00:08:13.759> said
and prego turned to howard and they said
and prego turned to howard and they said
are<00:08:14.000> you<00:08:14.160> telling<00:08:14.479> me
are you telling me
are you telling me
that<00:08:15.520> one-third<00:08:16.240> of<00:08:16.319> americans<00:08:17.039> crave<00:08:17.440> extra
that one-third of americans crave extra
that one-third of americans crave extra
chunky
chunky
chunky
spaghetti<00:08:19.599> sauce<00:08:19.919> and<00:08:20.080> yet
spaghetti sauce and yet
spaghetti sauce and yet
no<00:08:21.039> one<00:08:21.360> is<00:08:21.599> servicing<00:08:22.160> their<00:08:22.400> needs<00:08:22.720> and<00:08:22.879> he
no one is servicing their needs and he
no one is servicing their needs and he
said<00:08:23.199> yes
said yes
said yes
and<00:08:25.360> prego<00:08:25.840> then<00:08:26.080> went<00:08:26.319> back<00:08:26.560> and<00:08:26.720> completely
and prego then went back and completely
and prego then went back and completely
reformulated<00:08:27.840> their<00:08:28.000> spaghetti<00:08:28.400> sauce<00:08:28.639> and
reformulated their spaghetti sauce and
reformulated their spaghetti sauce and
came<00:08:28.879> out<00:08:29.039> with<00:08:29.120> a<00:08:29.199> line<00:08:29.360> of<00:08:29.520> extra<00:08:29.840> chunky
came out with a line of extra chunky
came out with a line of extra chunky
that<00:08:30.960> immediately<00:08:31.680> and<00:08:31.919> completely<00:08:32.479> took
that immediately and completely took
that immediately and completely took
over<00:08:33.120> the<00:08:33.279> spaghetti<00:08:33.919> sauce<00:08:34.320> business<00:08:34.719> in
over the spaghetti sauce business in
over the spaghetti sauce business in
this<00:08:34.959> country<00:08:35.599> and<00:08:35.760> over<00:08:35.919> the<00:08:36.000> next<00:08:36.320> 10<00:08:36.560> years
this country and over the next 10 years
this country and over the next 10 years
they<00:08:37.360> made<00:08:38.039> 600<00:08:39.120> million<00:08:39.440> dollars<00:08:40.159> off<00:08:40.320> their
they made 600 million dollars off their
they made 600 million dollars off their
line<00:08:40.800> of<00:08:40.959> extra<00:08:41.360> chunky<00:08:41.760> sauces
line of extra chunky sauces
line of extra chunky sauces
and<00:08:43.440> everyone<00:08:43.760> else<00:08:44.000> in<00:08:44.080> the<00:08:44.240> industry<00:08:44.560> looked
and everyone else in the industry looked
and everyone else in the industry looked
at<00:08:44.800> what<00:08:44.959> howard<00:08:45.279> had<00:08:45.440> done<00:08:45.760> and<00:08:45.920> they<00:08:46.080> said<00:08:46.320> oh
at what howard had done and they said oh
at what howard had done and they said oh
my<00:08:46.720> god
my god
my god
we've<00:08:47.839> been<00:08:48.000> thinking<00:08:48.320> all<00:08:48.480> wrong<00:08:49.200> and<00:08:49.279> that's
we've been thinking all wrong and that's
we've been thinking all wrong and that's
when<00:08:49.760> you<00:08:49.920> started<00:08:50.160> to<00:08:50.240> get<00:08:50.480> seven<00:08:50.800> different
when you started to get seven different
when you started to get seven different
kinds<00:08:51.360> of<00:08:51.440> vinegar<00:08:51.920> and<00:08:52.080> 14<00:08:52.480> different<00:08:52.800> kinds
kinds of vinegar and 14 different kinds
kinds of vinegar and 14 different kinds
of<00:08:53.920> of<00:08:54.320> mustard<00:08:54.880> and<00:08:55.200> 71<00:08:55.839> different<00:08:56.240> kinds<00:08:56.560> of
of of mustard and 71 different kinds of
of of mustard and 71 different kinds of
olive<00:08:57.279> oil<00:08:57.600> and<00:08:58.080> and<00:08:58.160> then<00:08:58.320> eventually<00:08:58.800> even
olive oil and and then eventually even
olive oil and and then eventually even
ragu
ragu
ragu
howard<00:09:01.040> and<00:09:01.120> howard<00:09:01.440> did<00:09:01.600> the<00:09:01.680> exact<00:09:02.000> same
howard and howard did the exact same
howard and howard did the exact same
thing<00:09:02.320> for<00:09:02.480> ragu<00:09:02.880> that<00:09:03.279> he<00:09:03.440> did<00:09:03.600> for<00:09:03.760> prego<00:09:04.080> and
thing for ragu that he did for prego and
thing for ragu that he did for prego and
today<00:09:04.480> if<00:09:04.560> you<00:09:04.640> go<00:09:04.800> to<00:09:04.880> the<00:09:05.040> supermarket<00:09:05.519> a
today if you go to the supermarket a
today if you go to the supermarket a
really<00:09:05.760> good<00:09:05.920> one<00:09:06.080> and<00:09:06.160> you<00:09:06.240> look<00:09:06.320> at<00:09:06.399> how<00:09:06.560> many
really good one and you look at how many
really good one and you look at how many
ragus<00:09:07.279> there<00:09:07.519> are<00:09:07.920> do<00:09:08.000> you<00:09:08.080> know<00:09:08.160> how<00:09:08.240> many
ragus there are do you know how many
ragus there are do you know how many
they<00:09:08.560> are<00:09:09.040> 36
they are 36
they are 36
in<00:09:11.440> six<00:09:11.760> varieties
in six varieties
in six varieties
cheese
cheese
cheese
light
light
light
robusto
robusto
robusto
rich<00:09:17.519> and<00:09:17.680> hearty
rich and hearty
rich and hearty
old<00:09:19.279> world<00:09:19.519> traditional
extra<00:09:23.360> chunky<00:09:23.839> garden
extra chunky garden
extra chunky garden
that's<00:09:26.480> howard's<00:09:27.360> doing<00:09:28.160> that<00:09:28.399> is<00:09:28.480> howard's
that's howard's doing that is howard's
that's howard's doing that is howard's
gift<00:09:29.200> to<00:09:29.279> the<00:09:29.440> american<00:09:29.839> people<00:09:30.399> now<00:09:30.640> why<00:09:30.800> is
gift to the american people now why is
gift to the american people now why is
that<00:09:31.120> important
it<00:09:34.480> is<00:09:34.640> in<00:09:34.800> fact<00:09:35.120> enormously<00:09:35.839> important<00:09:36.399> i'll
it is in fact enormously important i'll
it is in fact enormously important i'll
explain<00:09:36.959> to<00:09:37.040> you<00:09:37.200> why<00:09:37.760> because<00:09:38.000> what<00:09:38.240> howard
explain to you why because what howard
explain to you why because what howard
did<00:09:38.800> is<00:09:38.880> he<00:09:39.040> fundamentally<00:09:39.760> changed<00:09:40.399> the<00:09:40.480> way
did is he fundamentally changed the way
did is he fundamentally changed the way
the<00:09:40.800> food<00:09:41.120> industry<00:09:41.519> thinks<00:09:41.760> about<00:09:42.080> making
the food industry thinks about making
the food industry thinks about making
you<00:09:42.800> happy
you happy
you happy
assumption<00:09:44.800> number<00:09:45.040> one<00:09:45.279> in<00:09:45.360> the<00:09:45.440> food
assumption number one in the food
assumption number one in the food
industry<00:09:46.080> used<00:09:46.320> to<00:09:46.399> be
industry used to be
industry used to be
that<00:09:47.519> the<00:09:47.600> way<00:09:47.760> to<00:09:47.920> find<00:09:48.240> out<00:09:48.399> what<00:09:48.640> people
that the way to find out what people
that the way to find out what people
want<00:09:49.279> to<00:09:49.440> eat<00:09:50.000> what<00:09:50.160> will<00:09:50.320> make<00:09:50.560> people<00:09:50.880> happy
want to eat what will make people happy
want to eat what will make people happy
is<00:09:51.600> to<00:09:51.760> ask<00:09:52.080> them
is to ask them
is to ask them
and<00:09:53.120> for<00:09:53.279> years<00:09:53.600> and<00:09:53.680> years<00:09:53.920> and<00:09:54.000> years<00:09:54.240> and
and for years and years and years and
and for years and years and years and
years<00:09:54.640> ragu<00:09:55.120> and<00:09:55.200> prego<00:09:55.600> would<00:09:55.760> have<00:09:56.000> focus
years ragu and prego would have focus
years ragu and prego would have focus
groups<00:09:56.880> and<00:09:57.040> they<00:09:57.120> would<00:09:57.360> sit<00:09:57.760> all<00:09:57.920> you<00:09:58.080> people
groups and they would sit all you people
groups and they would sit all you people
down<00:09:58.480> and<00:09:58.560> they<00:09:58.720> would<00:09:58.880> say<00:09:59.360> what<00:09:59.519> do<00:09:59.680> you<00:09:59.839> want
down and they would say what do you want
down and they would say what do you want
in<00:10:00.240> a<00:10:00.399> spaghetti<00:10:00.959> sauce<00:10:01.360> tell<00:10:01.519> us<00:10:01.680> what<00:10:01.839> you
in a spaghetti sauce tell us what you
in a spaghetti sauce tell us what you
wanted<00:10:02.240> spaghetti<00:10:02.640> sauce<00:10:03.200> and<00:10:03.279> for<00:10:03.519> all<00:10:03.680> those
wanted spaghetti sauce and for all those
wanted spaghetti sauce and for all those
years
years
years
20<00:10:05.600> 30<00:10:05.920> years<00:10:06.480> through<00:10:06.720> all<00:10:06.880> those<00:10:07.120> focus
20 30 years through all those focus
20 30 years through all those focus
group<00:10:07.680> sessions<00:10:08.399> no<00:10:08.640> one<00:10:09.200> ever<00:10:09.600> said<00:10:09.839> they
group sessions no one ever said they
group sessions no one ever said they
wanted<00:10:10.480> extra<00:10:10.880> chunky
wanted extra chunky
wanted extra chunky
even<00:10:12.320> though<00:10:12.480> at<00:10:12.560> least<00:10:12.800> a<00:10:12.880> third<00:10:13.040> of<00:10:13.120> them
even though at least a third of them
even though at least a third of them
deep<00:10:13.680> in<00:10:13.839> their<00:10:14.079> hearts<00:10:14.480> actually<00:10:14.880> did
people<00:10:18.399> don't<00:10:18.640> know<00:10:18.880> what<00:10:19.120> they<00:10:19.279> want<00:10:19.760> right
people don't know what they want right
people don't know what they want right
as<00:10:20.160> howard<00:10:20.480> loves<00:10:20.720> to<00:10:20.880> say<00:10:21.440> the<00:10:21.680> mind<00:10:22.000> knows
as howard loves to say the mind knows
as howard loves to say the mind knows
not<00:10:22.560> what<00:10:22.720> the<00:10:22.880> tongue<00:10:23.120> wants
not what the tongue wants
not what the tongue wants
it's<00:10:24.480> a<00:10:24.560> mystery
it's a mystery
it's a mystery
an<00:10:26.800> important<00:10:27.760> critically<00:10:28.160> important<00:10:28.560> step
an important critically important step
an important critically important step
in<00:10:29.200> understanding<00:10:29.839> our<00:10:30.160> own<00:10:30.800> desires<00:10:31.440> and
in understanding our own desires and
in understanding our own desires and
taste<00:10:32.079> is<00:10:32.240> to<00:10:32.399> realize<00:10:33.200> that<00:10:33.440> we<00:10:33.680> cannot
taste is to realize that we cannot
taste is to realize that we cannot
always<00:10:34.399> explain<00:10:34.800> what<00:10:34.959> we<00:10:35.040> want<00:10:35.279> deep<00:10:35.600> down
always explain what we want deep down
always explain what we want deep down
if<00:10:36.640> i<00:10:36.800> asked<00:10:37.040> all<00:10:37.120> of<00:10:37.200> you<00:10:37.360> for<00:10:37.440> example<00:10:37.760> in
if i asked all of you for example in
if i asked all of you for example in
this<00:10:38.000> room<00:10:38.720> what<00:10:38.959> you<00:10:39.120> wanted<00:10:39.440> a<00:10:39.600> coffee<00:10:40.480> you
this room what you wanted a coffee you
this room what you wanted a coffee you
know<00:10:40.720> what<00:10:40.880> you'd<00:10:41.040> say
know what you'd say
know what you'd say
every<00:10:42.160> one<00:10:42.320> of<00:10:42.399> you<00:10:42.560> would<00:10:42.640> say<00:10:42.959> i<00:10:43.040> want<00:10:43.200> a<00:10:43.360> dark
every one of you would say i want a dark
every one of you would say i want a dark
rich<00:10:44.959> hearty<00:10:45.680> roast
rich hearty roast
rich hearty roast
so<00:10:47.040> people<00:10:47.360> always<00:10:47.519> say<00:10:47.680> when<00:10:47.839> you<00:10:47.920> ask<00:10:48.000> them
so people always say when you ask them
so people always say when you ask them
they<00:10:48.240> want<00:10:48.399> a<00:10:48.480> coffee<00:10:48.800> what<00:10:48.959> do<00:10:48.959> you<00:10:49.040> like<00:10:49.519> dark
they want a coffee what do you like dark
they want a coffee what do you like dark
rich<00:10:49.920> hearty<00:10:50.240> roast
rich hearty roast
rich hearty roast
what<00:10:51.760> percentage<00:10:52.240> of<00:10:52.320> you<00:10:52.640> actually<00:10:53.120> like<00:10:53.440> a
what percentage of you actually like a
what percentage of you actually like a
dark<00:10:53.760> rich<00:10:54.000> hearty<00:10:54.320> roast<00:10:55.040> according<00:10:55.360> to
dark rich hearty roast according to
dark rich hearty roast according to
howard<00:10:56.160> some<00:10:56.320> are<00:10:56.480> between<00:10:56.800> 25<00:10:57.279> and<00:10:57.440> 27<00:10:58.160> of<00:10:58.240> you
howard some are between 25 and 27 of you
howard some are between 25 and 27 of you
most<00:10:59.120> of<00:10:59.200> you<00:10:59.360> like<00:10:59.680> milky<00:11:00.160> weak<00:11:00.480> coffee
most of you like milky weak coffee
most of you like milky weak coffee
but<00:11:02.079> you<00:11:02.240> will<00:11:02.480> never<00:11:02.800> ever<00:11:03.200> say<00:11:03.760> to<00:11:03.920> someone
but you will never ever say to someone
but you will never ever say to someone
who<00:11:04.320> asks<00:11:04.560> you<00:11:04.640> what<00:11:04.800> you<00:11:04.959> want<00:11:05.200> that<00:11:05.360> i<00:11:05.440> want<00:11:05.600> a
who asks you what you want that i want a
who asks you what you want that i want a
milky<00:11:06.079> weak<00:11:06.320> coffee
milky weak coffee
milky weak coffee
so<00:11:08.000> that's
so that's
so that's
number<00:11:09.519> one<00:11:09.680> thing<00:11:09.839> that<00:11:09.920> howard<00:11:10.240> did
number one thing that howard did
number one thing that howard did
number<00:11:12.160> two<00:11:12.320> thing<00:11:12.560> that<00:11:12.640> howard<00:11:12.959> did<00:11:13.200> is<00:11:13.360> he
number two thing that howard did is he
number two thing that howard did is he
he<00:11:13.760> made<00:11:14.000> us<00:11:14.160> realize<00:11:15.120> that's<00:11:15.360> another<00:11:15.839> very
he made us realize that's another very
he made us realize that's another very
critical<00:11:16.480> point
critical point
critical point
he<00:11:17.600> made<00:11:17.839> us<00:11:18.000> realize<00:11:18.399> in<00:11:18.480> the<00:11:18.640> importance<00:11:19.360> of
he made us realize in the importance of
he made us realize in the importance of
what
what
what
he<00:11:20.480> likes<00:11:20.720> to<00:11:20.800> call<00:11:21.120> horizontal<00:11:21.760> segmentation
he likes to call horizontal segmentation
he likes to call horizontal segmentation
why<00:11:23.440> is<00:11:23.519> this<00:11:23.680> critical<00:11:24.079> it's<00:11:24.240> critical
why is this critical it's critical
why is this critical it's critical
because<00:11:24.959> this<00:11:25.120> is<00:11:25.200> the<00:11:25.360> way<00:11:25.680> the<00:11:25.760> food
because this is the way the food
because this is the way the food
industry<00:11:26.320> thought<00:11:26.560> before<00:11:26.880> howard<00:11:27.600> right
industry thought before howard right
industry thought before howard right
what<00:11:28.160> were<00:11:28.320> they<00:11:28.480> obsessed<00:11:28.959> with<00:11:29.279> in<00:11:29.360> the
what were they obsessed with in the
what were they obsessed with in the
early<00:11:29.760> 80s<00:11:30.399> they<00:11:30.560> were<00:11:30.720> obsessed<00:11:30.959> with
early 80s they were obsessed with
early 80s they were obsessed with
mustard<00:11:31.920> in<00:11:32.000> particular<00:11:32.399> they<00:11:32.480> were<00:11:32.640> obsessed
mustard in particular they were obsessed
mustard in particular they were obsessed
with<00:11:33.040> the<00:11:33.120> story<00:11:33.360> of<00:11:33.440> great<00:11:33.600> boupon<00:11:34.560> right
with the story of great boupon right
with the story of great boupon right
used<00:11:35.519> to<00:11:35.680> be<00:11:36.320> there<00:11:36.560> were<00:11:36.640> two<00:11:36.800> mustards
used to be there were two mustards
used to be there were two mustards
frenches<00:11:37.839> and<00:11:37.920> goldens<00:11:38.560> what<00:11:38.720> were<00:11:38.880> they
frenches and goldens what were they
frenches and goldens what were they
yellow<00:11:39.519> mustard<00:11:39.920> what's<00:11:40.160> in<00:11:40.240> yellow<00:11:40.480> mustard
yellow mustard what's in yellow mustard
yellow mustard what's in yellow mustard
yellow<00:11:41.040> mustard<00:11:41.360> seeds<00:11:41.680> turmeric<00:11:42.079> and
yellow mustard seeds turmeric and
yellow mustard seeds turmeric and
paprika<00:11:43.040> that<00:11:43.200> was<00:11:43.360> mustard<00:11:44.160> grey<00:11:44.399> poupon
paprika that was mustard grey poupon
paprika that was mustard grey poupon
came<00:11:45.120> along<00:11:45.680> with<00:11:45.920> a<00:11:46.000> dijon<00:11:46.959> right
came along with a dijon right
came along with a dijon right
much<00:11:48.320> more<00:11:48.800> volatile<00:11:49.200> brown<00:11:49.680> mustard<00:11:50.240> seed
much more volatile brown mustard seed
much more volatile brown mustard seed
some<00:11:51.519> white<00:11:51.760> wine<00:11:52.560> a<00:11:52.720> nose<00:11:53.040> hit<00:11:53.680> much<00:11:53.920> more
some white wine a nose hit much more
some white wine a nose hit much more
delicate<00:11:54.480> aromatics<00:11:55.680> and<00:11:55.760> what<00:11:55.920> do<00:11:56.000> they<00:11:56.160> do
delicate aromatics and what do they do
delicate aromatics and what do they do
they<00:11:56.800> put<00:11:56.959> it<00:11:57.040> in<00:11:57.120> a<00:11:57.279> little<00:11:57.680> tiny<00:11:58.079> glass<00:11:58.560> jar
they put it in a little tiny glass jar
they put it in a little tiny glass jar
with<00:11:59.680> wonderful<00:12:00.079> enameled<00:12:00.560> label<00:12:00.959> on<00:12:01.120> it<00:12:01.519> made
with wonderful enameled label on it made
with wonderful enameled label on it made
it<00:12:01.760> look<00:12:02.000> french<00:12:02.320> even<00:12:02.480> though<00:12:02.639> it's<00:12:02.800> made<00:12:02.959> in
it look french even though it's made in
it look french even though it's made in
oxnard<00:12:03.600> california
oxnard california
oxnard california
and<00:12:05.680> instead<00:12:05.920> of<00:12:06.000> charging<00:12:06.320> a<00:12:06.399> dollar<00:12:06.720> fifty
and instead of charging a dollar fifty
and instead of charging a dollar fifty
for<00:12:07.120> the<00:12:07.279> eight<00:12:07.519> ounce
for the eight ounce
for the eight ounce
can<00:12:08.800> the<00:12:08.880> way<00:12:09.040> the<00:12:09.200> great<00:12:09.440> outs<00:12:09.680> bottle<00:12:10.000> the
can the way the great outs bottle the
can the way the great outs bottle the
way<00:12:10.240> that<00:12:10.399> frenches<00:12:10.720> and<00:12:10.880> goldens<00:12:11.200> did<00:12:11.519> they
way that frenches and goldens did they
way that frenches and goldens did they
decided<00:12:12.000> to<00:12:12.160> charge<00:12:12.959> four<00:12:13.200> dollars<00:12:13.920> and<00:12:14.000> then
decided to charge four dollars and then
decided to charge four dollars and then
they<00:12:14.320> had<00:12:14.480> those<00:12:14.639> ads<00:12:14.880> right<00:12:15.040> with<00:12:15.200> the<00:12:15.279> guy<00:12:15.440> in
they had those ads right with the guy in
they had those ads right with the guy in
the<00:12:15.680> rolls<00:12:15.920> royce<00:12:16.320> and<00:12:16.399> he's<00:12:16.639> eating<00:12:16.959> the
the rolls royce and he's eating the
the rolls royce and he's eating the
grape<00:12:17.200> groupon<00:12:17.600> the<00:12:17.839> other<00:12:18.000> rolls-royce
grape groupon the other rolls-royce
grape groupon the other rolls-royce
pulls<00:12:18.720> up<00:12:18.880> and<00:12:18.959> he<00:12:19.040> says<00:12:19.200> do<00:12:19.360> you<00:12:19.440> have<00:12:19.519> any
pulls up and he says do you have any
pulls up and he says do you have any
grey<00:12:19.839> poupon<00:12:20.480> and<00:12:20.639> the<00:12:20.720> whole<00:12:21.040> thing<00:12:21.519> after
grey poupon and the whole thing after
grey poupon and the whole thing after
they<00:12:21.920> did<00:12:22.079> that<00:12:22.480> grapefruit<00:12:22.800> pot<00:12:23.200> takes<00:12:23.519> off
they did that grapefruit pot takes off
they did that grapefruit pot takes off
he<00:12:24.079> takes<00:12:24.320> over<00:12:24.480> the<00:12:24.560> mustard<00:12:24.959> business<00:12:25.360> and
he takes over the mustard business and
he takes over the mustard business and
everyone's<00:12:25.839> take-home<00:12:26.240> lesson<00:12:26.639> from<00:12:26.800> that
everyone's take-home lesson from that
everyone's take-home lesson from that
was
was
was
that<00:12:28.959> the<00:12:29.120> way<00:12:29.279> to<00:12:29.440> get<00:12:29.760> to<00:12:30.160> make<00:12:30.480> people<00:12:30.880> happy
that the way to get to make people happy
that the way to get to make people happy
is<00:12:32.480> to<00:12:32.560> give<00:12:32.720> them<00:12:33.440> something<00:12:34.000> that<00:12:34.240> is<00:12:34.800> more
is to give them something that is more
is to give them something that is more
expensive<00:12:35.760> something<00:12:36.079> to<00:12:36.240> aspire<00:12:36.880> to<00:12:37.279> right
expensive something to aspire to right
expensive something to aspire to right
is<00:12:38.000> to<00:12:38.079> make<00:12:38.240> them<00:12:38.480> turn<00:12:38.800> their<00:12:38.959> back<00:12:39.200> on<00:12:39.360> what
is to make them turn their back on what
is to make them turn their back on what
they
they
they
like<00:12:40.560> think<00:12:40.800> they<00:12:40.959> like<00:12:41.279> now<00:12:42.000> and<00:12:42.160> reach<00:12:42.480> out
like think they like now and reach out
like think they like now and reach out
for<00:12:42.880> something<00:12:43.760> higher<00:12:44.160> up<00:12:44.320> the<00:12:44.399> mustard
for something higher up the mustard
for something higher up the mustard
hierarchy
hierarchy
hierarchy
a<00:12:46.560> better<00:12:46.800> mustard<00:12:47.279> a<00:12:47.360> more<00:12:47.600> expensive
a better mustard a more expensive
a better mustard a more expensive
mustard<00:12:48.639> a<00:12:48.720> mustard<00:12:49.120> more<00:12:49.360> sophistication
mustard a mustard more sophistication
mustard a mustard more sophistication
and<00:12:50.240> culture<00:12:50.639> and
and culture and
and culture and
and<00:12:52.000> howard<00:12:52.320> looked<00:12:52.560> at<00:12:52.639> that<00:12:52.800> and<00:12:52.959> said
and howard looked at that and said
and howard looked at that and said
that's<00:12:53.680> wrong
that's wrong
that's wrong
mustard<00:12:55.440> does<00:12:55.600> not<00:12:55.760> exist<00:12:56.160> on<00:12:56.320> a<00:12:56.399> hierarchy
mustard does not exist on a hierarchy
mustard does not exist on a hierarchy
mustard<00:12:58.399> exists<00:12:59.120> just<00:12:59.279> like<00:12:59.519> tomato<00:12:59.920> sauce<00:13:00.480> on
mustard exists just like tomato sauce on
mustard exists just like tomato sauce on
a<00:13:00.720> horizontal<00:13:01.279> plane<00:13:02.000> there<00:13:02.240> is<00:13:02.320> no<00:13:02.560> good
a horizontal plane there is no good
a horizontal plane there is no good
mustard<00:13:03.839> or<00:13:04.000> bad<00:13:04.240> mustard<00:13:04.800> there<00:13:04.959> is<00:13:05.040> no
mustard or bad mustard there is no
mustard or bad mustard there is no
perfect<00:13:05.600> mustard<00:13:06.000> or<00:13:06.160> imperfect<00:13:06.639> mustard
perfect mustard or imperfect mustard
perfect mustard or imperfect mustard
there<00:13:07.519> are<00:13:07.680> only<00:13:07.920> different<00:13:08.240> kinds<00:13:08.560> of
there are only different kinds of
there are only different kinds of
mustards<00:13:09.120> that<00:13:09.360> suit<00:13:09.680> different<00:13:10.000> kinds<00:13:10.320> of
mustards that suit different kinds of
mustards that suit different kinds of
people
people
people
he<00:13:12.079> fundamentally
he fundamentally
he fundamentally
democratized<00:13:14.639> the<00:13:14.720> way<00:13:14.959> we<00:13:15.200> think<00:13:15.360> about
democratized the way we think about
democratized the way we think about
taste<00:13:16.480> and<00:13:16.639> for<00:13:16.880> that<00:13:17.120> as<00:13:17.279> well<00:13:17.680> we<00:13:17.839> owe<00:13:18.399> howard
taste and for that as well we owe howard
taste and for that as well we owe howard
moskowitz<00:13:19.440> a<00:13:19.519> huge<00:13:19.839> vote<00:13:20.000> of<00:13:20.160> thanks
moskowitz a huge vote of thanks
moskowitz a huge vote of thanks
third<00:13:21.760> thing<00:13:21.920> that<00:13:22.000> howard<00:13:22.320> did<00:13:23.040> and<00:13:23.200> perhaps
third thing that howard did and perhaps
third thing that howard did and perhaps
the<00:13:23.680> most<00:13:23.920> important
the most important
the most important
is<00:13:25.200> howard<00:13:25.519> confronted<00:13:26.079> the<00:13:26.240> notion<00:13:26.639> of<00:13:26.720> the
is howard confronted the notion of the
is howard confronted the notion of the
platonic<00:13:27.440> dish
platonic dish
platonic dish
what<00:13:28.959> do<00:13:29.040> i<00:13:29.120> mean<00:13:29.360> by<00:13:29.519> that
what do i mean by that
what do i mean by that
for<00:13:31.839> the<00:13:31.920> longest<00:13:32.240> time<00:13:32.480> in<00:13:32.560> the<00:13:32.639> food
for the longest time in the food
for the longest time in the food
industry<00:13:33.760> there<00:13:33.920> was<00:13:34.160> a<00:13:34.240> sense<00:13:34.959> that<00:13:35.120> there
industry there was a sense that there
industry there was a sense that there
was<00:13:35.440> one<00:13:35.680> way<00:13:36.399> a<00:13:36.560> perfect<00:13:36.959> way<00:13:37.600> to<00:13:37.760> make<00:13:38.399> a<00:13:38.560> dish
was one way a perfect way to make a dish
was one way a perfect way to make a dish
you<00:13:40.000> go<00:13:40.160> to<00:13:40.320> chapanese
you go to chapanese
you go to chapanese
they<00:13:41.680> give<00:13:41.920> you<00:13:42.079> the<00:13:42.639> red<00:13:42.880> tail<00:13:43.519> sashimi<00:13:44.160> with
they give you the red tail sashimi with
they give you the red tail sashimi with
roasted<00:13:45.360> pumpkin<00:13:46.240> seeds<00:13:46.720> in<00:13:46.880> a<00:13:47.040> something
roasted pumpkin seeds in a something
roasted pumpkin seeds in a something
something<00:13:47.760> reduction<00:13:48.720> they<00:13:48.880> don't<00:13:49.040> give<00:13:49.120> you
something reduction they don't give you
something reduction they don't give you
five<00:13:49.760> options<00:13:50.079> on<00:13:50.160> the<00:13:50.240> reduction<00:13:50.880> right<00:13:51.279> they
five options on the reduction right they
five options on the reduction right they
don't<00:13:51.600> say<00:13:51.760> do<00:13:51.839> you<00:13:51.920> want<00:13:52.079> the<00:13:52.240> extra<00:13:52.480> chunky
don't say do you want the extra chunky
don't say do you want the extra chunky
reduction<00:13:53.279> or<00:13:53.440> do<00:13:53.519> you<00:13:53.600> want<00:13:53.839> the
reduction or do you want the
reduction or do you want the
no<00:13:55.519> you<00:13:55.600> just<00:13:55.760> get<00:13:55.920> the<00:13:56.079> reduction<00:13:56.560> why
no you just get the reduction why
no you just get the reduction why
because<00:13:57.040> the<00:13:57.199> chef<00:13:57.440> at<00:13:57.600> chapanese<00:13:58.320> has<00:13:58.560> a
because the chef at chapanese has a
because the chef at chapanese has a
platonic<00:13:59.279> notion<00:13:59.600> about<00:13:59.920> red<00:14:00.160> tail<00:14:00.720> sashimi
platonic notion about red tail sashimi
platonic notion about red tail sashimi
this<00:14:02.160> is<00:14:02.320> the<00:14:02.399> way<00:14:02.639> it<00:14:02.800> ought<00:14:03.040> to<00:14:03.199> be
this is the way it ought to be
this is the way it ought to be
and<00:14:04.320> when<00:14:04.480> that<00:14:04.800> you<00:14:04.880> know<00:14:05.360> and<00:14:05.519> she<00:14:05.760> serves<00:14:06.160> it
and when that you know and she serves it
and when that you know and she serves it
that<00:14:06.720> way<00:14:07.040> time<00:14:07.360> and<00:14:07.519> time<00:14:07.839> again<00:14:08.320> and<00:14:08.480> if<00:14:08.560> you
that way time and time again and if you
that way time and time again and if you
quarrel<00:14:09.120> with<00:14:09.279> her<00:14:09.519> she<00:14:09.680> will<00:14:09.920> say<00:14:10.560> you<00:14:10.720> know
quarrel with her she will say you know
quarrel with her she will say you know
what<00:14:11.440> you're<00:14:11.680> wrong
what you're wrong
what you're wrong
this<00:14:13.040> is<00:14:13.120> the<00:14:13.199> best<00:14:13.440> way<00:14:13.600> it<00:14:13.680> ought<00:14:13.760> to<00:14:13.839> be<00:14:14.000> in
this is the best way it ought to be in
this is the best way it ought to be in
this<00:14:14.240> restaurant<00:14:15.040> now<00:14:15.199> that<00:14:15.440> same<00:14:15.680> idea
this restaurant now that same idea
this restaurant now that same idea
fueled<00:14:17.040> the<00:14:17.199> commercial<00:14:17.680> food<00:14:17.920> industry<00:14:18.320> as
fueled the commercial food industry as
fueled the commercial food industry as
well
well
well
they<00:14:19.680> had<00:14:19.839> a<00:14:19.920> notion<00:14:20.240> a<00:14:20.399> platonic<00:14:20.959> notion<00:14:21.360> of
they had a notion a platonic notion of
they had a notion a platonic notion of
what<00:14:21.600> tomato<00:14:22.079> sauce<00:14:22.399> was<00:14:22.800> and<00:14:22.959> where<00:14:23.120> did<00:14:23.199> that
what tomato sauce was and where did that
what tomato sauce was and where did that
come<00:14:23.600> from<00:14:23.839> it<00:14:24.000> came<00:14:24.160> from<00:14:24.399> italy
come from it came from italy
come from it came from italy
italian<00:14:26.000> tomato<00:14:26.399> sauce<00:14:26.720> is<00:14:26.880> what<00:14:27.600> it's
italian tomato sauce is what it's
italian tomato sauce is what it's
blended<00:14:28.480> it's<00:14:28.800> thin
blended it's thin
blended it's thin
the<00:14:30.000> culture<00:14:30.399> of<00:14:30.480> tomato<00:14:30.880> sauce<00:14:31.199> was<00:14:31.440> thin
the culture of tomato sauce was thin
the culture of tomato sauce was thin
when<00:14:32.240> we<00:14:32.399> talked<00:14:32.639> about<00:14:32.880> authentic<00:14:33.440> tomato
when we talked about authentic tomato
when we talked about authentic tomato
sauce<00:14:34.160> in<00:14:34.240> the<00:14:34.320> 1970s<00:14:35.120> we<00:14:35.279> talked<00:14:35.519> about
sauce in the 1970s we talked about
sauce in the 1970s we talked about
italian<00:14:36.079> tomato<00:14:36.399> sauce<00:14:36.639> we<00:14:36.720> talked<00:14:36.959> about<00:14:37.120> the
italian tomato sauce we talked about the
italian tomato sauce we talked about the
earliest<00:14:37.760> ragus<00:14:38.720> which<00:14:38.959> had<00:14:39.120> no<00:14:39.279> visible
earliest ragus which had no visible
earliest ragus which had no visible
solids<00:14:40.480> right
solids right
solids right
which<00:14:41.519> were<00:14:41.680> thin<00:14:42.000> you<00:14:42.160> just<00:14:42.320> put<00:14:42.480> a<00:14:42.560> little
which were thin you just put a little
which were thin you just put a little
bit<00:14:42.880> over<00:14:43.120> that<00:14:43.199> and<00:14:43.279> it<00:14:43.440> sunk<00:14:43.760> down<00:14:43.920> to<00:14:44.000> the
bit over that and it sunk down to the
bit over that and it sunk down to the
bottom<00:14:44.399> of<00:14:44.480> the<00:14:44.560> pasta<00:14:45.199> that's<00:14:45.440> what<00:14:45.600> it<00:14:45.680> was
bottom of the pasta that's what it was
bottom of the pasta that's what it was
and<00:14:46.399> why<00:14:46.560> were<00:14:46.720> we<00:14:46.880> attached<00:14:47.199> to<00:14:47.279> that<00:14:47.440> because
and why were we attached to that because
and why were we attached to that because
we<00:14:48.000> thought<00:14:48.480> that<00:14:48.639> what<00:14:48.880> it<00:14:49.199> took<00:14:49.440> to<00:14:49.600> make
we thought that what it took to make
we thought that what it took to make
people<00:14:50.320> happy<00:14:51.040> was<00:14:51.279> to<00:14:51.440> provide<00:14:51.760> them<00:14:51.920> with
people happy was to provide them with
people happy was to provide them with
the<00:14:52.160> most<00:14:52.880> culturally<00:14:53.519> authentic<00:14:54.320> tomato
the most culturally authentic tomato
the most culturally authentic tomato
sauce<00:14:55.279> a<00:14:55.920> b<00:14:56.320> and<00:14:56.720> b<00:14:56.959> we<00:14:57.120> thought<00:14:57.279> that<00:14:57.519> if<00:14:57.680> we
sauce a b and b we thought that if we
sauce a b and b we thought that if we
gave<00:14:58.160> them<00:14:58.480> the<00:14:58.639> culturally<00:14:59.199> authentic
gave them the culturally authentic
gave them the culturally authentic
tomato<00:15:00.160> sauce<00:15:00.959> then<00:15:01.199> they<00:15:01.440> would<00:15:01.600> embrace<00:15:02.079> it
tomato sauce then they would embrace it
tomato sauce then they would embrace it
and<00:15:02.480> that's<00:15:02.720> what<00:15:02.880> would<00:15:03.120> please<00:15:03.360> the<00:15:03.519> maximum
and that's what would please the maximum
and that's what would please the maximum
number<00:15:04.240> of<00:15:04.320> people
number of people
number of people
and<00:15:05.760> howard<00:15:06.079> and<00:15:06.240> the<00:15:06.320> reason<00:15:06.560> we<00:15:06.720> thought
and howard and the reason we thought
and howard and the reason we thought
that<00:15:06.959> in<00:15:07.040> other<00:15:07.199> words<00:15:07.680> people<00:15:08.079> in<00:15:08.240> the
that in other words people in the
that in other words people in the
cooking<00:15:08.639> world<00:15:08.800> were<00:15:09.040> looking<00:15:09.279> for<00:15:09.440> cooking
cooking world were looking for cooking
cooking world were looking for cooking
universals
universals
universals
they<00:15:11.680> were<00:15:11.839> looking<00:15:12.160> for<00:15:12.320> one<00:15:12.639> way<00:15:12.800> to<00:15:12.959> treat
they were looking for one way to treat
they were looking for one way to treat
all<00:15:13.519> of<00:15:13.680> us<00:15:14.000> and<00:15:14.240> it's<00:15:14.800> good<00:15:15.040> reason<00:15:15.360> for<00:15:15.519> them
all of us and it's good reason for them
all of us and it's good reason for them
to<00:15:15.839> be<00:15:16.240> obsessed<00:15:16.639> with<00:15:16.800> the<00:15:16.959> idea<00:15:17.199> of
to be obsessed with the idea of
to be obsessed with the idea of
universals<00:15:17.839> because<00:15:18.160> all<00:15:18.320> of<00:15:18.480> science
universals because all of science
universals because all of science
through<00:15:19.600> the<00:15:19.680> 19th<00:15:20.079> century<00:15:20.399> and<00:15:20.480> much<00:15:20.639> of<00:15:20.720> the
through the 19th century and much of the
through the 19th century and much of the
20th<00:15:21.199> was<00:15:21.440> obsessed<00:15:21.839> with<00:15:22.000> universals
20th was obsessed with universals
20th was obsessed with universals
psychologists<00:15:24.639> medical<00:15:25.040> scientists
psychologists medical scientists
psychologists medical scientists
economics<00:15:26.720> economists<00:15:27.440> we're<00:15:27.680> all
economics economists we're all
economics economists we're all
interested<00:15:28.320> in<00:15:28.480> finding<00:15:28.800> out<00:15:28.959> the<00:15:29.120> rules<00:15:29.440> that
interested in finding out the rules that
interested in finding out the rules that
govern<00:15:30.160> the<00:15:30.320> way<00:15:30.639> all<00:15:30.800> of<00:15:30.959> us<00:15:31.120> behave
govern the way all of us behave
govern the way all of us behave
but<00:15:32.720> that<00:15:32.959> changed<00:15:33.440> right<00:15:33.920> yes<00:15:34.320> what<00:15:34.480> is<00:15:34.639> the
but that changed right yes what is the
but that changed right yes what is the
great<00:15:34.959> revolution<00:15:35.519> in<00:15:35.680> science<00:15:36.000> of<00:15:36.079> the<00:15:36.160> last
great revolution in science of the last
great revolution in science of the last
10<00:15:37.040> 15<00:15:37.440> years<00:15:37.839> it<00:15:38.000> is<00:15:38.160> the<00:15:38.320> movement<00:15:39.040> from<00:15:39.199> the
10 15 years it is the movement from the
10 15 years it is the movement from the
search<00:15:39.600> for<00:15:39.839> universals
search for universals
search for universals
to<00:15:41.360> the<00:15:41.519> understanding<00:15:42.160> of<00:15:42.240> variability
to the understanding of variability
to the understanding of variability
now<00:15:43.920> in<00:15:44.000> medical<00:15:44.399> science<00:15:44.720> we<00:15:44.880> don't<00:15:45.040> want<00:15:45.199> to
now in medical science we don't want to
now in medical science we don't want to
know<00:15:46.000> how<00:15:46.320> necessarily<00:15:47.199> just<00:15:47.519> how<00:15:48.079> cancer
know how necessarily just how cancer
know how necessarily just how cancer
works<00:15:49.040> we<00:15:49.199> want<00:15:49.360> to<00:15:49.440> know<00:15:49.600> how<00:15:49.839> your<00:15:50.160> cancer<00:15:50.720> is
works we want to know how your cancer is
works we want to know how your cancer is
different<00:15:51.279> from<00:15:51.519> my<00:15:51.759> cancer<00:15:52.320> i<00:15:52.399> guess<00:15:52.639> my
different from my cancer i guess my
different from my cancer i guess my
cancer<00:15:53.120> is<00:15:53.120> different<00:15:53.440> from<00:15:54.000> your<00:15:54.240> cancer
cancer is different from your cancer
cancer is different from your cancer
we're<00:15:55.279> interested<00:15:55.680> in<00:15:56.079> genetics<00:15:56.560> has<00:15:56.720> opened
we're interested in genetics has opened
we're interested in genetics has opened
the<00:15:57.120> door<00:15:57.360> to<00:15:57.519> the<00:15:57.680> study<00:15:58.000> of<00:15:58.079> human
the door to the study of human
the door to the study of human
variability<00:15:59.199> what<00:15:59.440> howard<00:15:59.759> moskowitz<00:16:00.240> was
variability what howard moskowitz was
variability what howard moskowitz was
doing<00:16:00.639> was<00:16:00.880> saying<00:16:01.360> this<00:16:01.680> same<00:16:02.000> revolution
doing was saying this same revolution
doing was saying this same revolution
needs<00:16:02.959> to<00:16:03.120> happen<00:16:03.759> in<00:16:03.920> the<00:16:04.079> world<00:16:04.320> of<00:16:04.399> tomato
needs to happen in the world of tomato
needs to happen in the world of tomato
sauce
sauce
sauce
and<00:16:06.480> for<00:16:06.639> that<00:16:07.040> we<00:16:07.199> owe<00:16:07.360> him<00:16:07.600> a<00:16:07.680> great<00:16:08.000> vote<00:16:08.240> of
and for that we owe him a great vote of
and for that we owe him a great vote of
thanks
thanks
thanks
i'll<00:16:10.639> give<00:16:10.800> you<00:16:10.880> one<00:16:11.120> last<00:16:11.360> illustration<00:16:11.920> of
i'll give you one last illustration of
i'll give you one last illustration of
variability
variability
variability
and<00:16:13.680> that<00:16:13.920> is<00:16:14.160> and<00:16:14.720> i'm<00:16:14.800> sorry<00:16:15.199> howard<00:16:15.600> not
and that is and i'm sorry howard not
and that is and i'm sorry howard not
only<00:16:16.000> believed<00:16:16.240> that<00:16:16.399> but<00:16:16.560> he<00:16:16.800> took<00:16:17.040> it<00:16:17.120> a
only believed that but he took it a
only believed that but he took it a
second<00:16:17.600> step<00:16:17.920> which<00:16:18.160> was<00:16:18.800> to<00:16:18.959> say<00:16:19.199> that
second step which was to say that
second step which was to say that
when<00:16:20.240> we<00:16:20.480> pursue<00:16:21.519> universal<00:16:22.160> principles<00:16:22.720> in
when we pursue universal principles in
when we pursue universal principles in
food
food
food
we<00:16:24.079> aren't<00:16:24.320> just<00:16:24.480> making<00:16:24.800> an<00:16:25.040> error<00:16:25.519> we<00:16:25.759> are
we aren't just making an error we are
we aren't just making an error we are
actually<00:16:26.160> doing<00:16:26.480> ourselves<00:16:27.199> a<00:16:27.680> massive
actually doing ourselves a massive
actually doing ourselves a massive
disservice
disservice
disservice
and<00:16:29.360> the<00:16:29.519> example<00:16:29.839> he<00:16:30.000> used<00:16:30.240> was<00:16:30.399> coffee
and the example he used was coffee
and the example he used was coffee
and<00:16:31.680> coffee<00:16:32.240> is
and coffee is
and coffee is
something<00:16:33.440> he<00:16:33.600> did<00:16:33.759> a<00:16:33.759> lot<00:16:33.920> of<00:16:34.000> work<00:16:34.160> with<00:16:34.320> with
something he did a lot of work with with
something he did a lot of work with with
nescafe
nescafe
nescafe
if<00:16:36.240> i<00:16:36.399> would<00:16:36.720> ask<00:16:36.959> all<00:16:37.040> of<00:16:37.199> you<00:16:37.279> to<00:16:37.440> try<00:16:37.600> and
if i would ask all of you to try and
if i would ask all of you to try and
come<00:16:37.920> up<00:16:38.000> with<00:16:38.160> a<00:16:38.240> brand<00:16:38.560> of<00:16:38.639> coffee<00:16:38.959> a<00:16:39.040> type<00:16:39.279> of
come up with a brand of coffee a type of
come up with a brand of coffee a type of
coffee<00:16:40.000> a<00:16:40.160> brew
coffee a brew
coffee a brew
that<00:16:41.279> made<00:16:41.600> all<00:16:41.759> of<00:16:41.839> you<00:16:42.000> happy<00:16:42.560> and<00:16:42.720> then<00:16:42.880> i
that made all of you happy and then i
that made all of you happy and then i
asked<00:16:43.199> you<00:16:43.279> to<00:16:43.360> rate<00:16:43.600> that<00:16:43.839> coffee<00:16:44.560> the
asked you to rate that coffee the
asked you to rate that coffee the
average<00:16:45.040> score<00:16:45.279> in<00:16:45.440> this<00:16:45.519> room<00:16:45.680> for<00:16:45.839> coffee
average score in this room for coffee
average score in this room for coffee
would<00:16:46.399> be<00:16:46.560> about<00:16:46.880> 60<00:16:47.279> on<00:16:47.360> a<00:16:47.440> scale<00:16:47.680> of<00:16:47.839> zero<00:16:48.000> to
would be about 60 on a scale of zero to
would be about 60 on a scale of zero to
100.
100.
100.
if<00:16:49.360> however<00:16:49.759> you<00:16:49.920> allowed<00:16:50.240> me<00:16:50.399> to<00:16:50.560> break<00:16:50.800> you
if however you allowed me to break you
if however you allowed me to break you
into<00:16:51.199> cluster<00:16:51.440> coffee<00:16:51.839> clusters<00:16:52.800> maybe<00:16:53.120> three
into cluster coffee clusters maybe three
into cluster coffee clusters maybe three
or<00:16:53.440> four<00:16:53.600> copy<00:16:53.920> clusters<00:16:54.480> and<00:16:54.639> i<00:16:54.720> could<00:16:54.880> make
or four copy clusters and i could make
or four copy clusters and i could make
coffee<00:16:56.000> just<00:16:56.160> for<00:16:56.560> one<00:16:56.720> of<00:16:56.800> those<00:16:57.120> for<00:16:57.279> each<00:16:57.440> of
coffee just for one of those for each of
coffee just for one of those for each of
those<00:16:57.759> individual<00:16:58.480> clusters<00:16:59.360> your<00:16:59.600> scores
those individual clusters your scores
those individual clusters your scores
would<00:17:00.160> go<00:17:00.399> from<00:17:00.639> 60<00:17:01.040> to<00:17:01.199> 75<00:17:01.839> or<00:17:02.000> 78.
would go from 60 to 75 or 78.
would go from 60 to 75 or 78.
the<00:17:03.519> difference<00:17:03.920> between
the difference between
the difference between
coffee
coffee
coffee
at<00:17:06.079> 60<00:17:06.799> and<00:17:07.039> coffee<00:17:07.439> at<00:17:07.600> 78<00:17:08.640> is<00:17:08.799> the<00:17:08.880> difference
at 60 and coffee at 78 is the difference
at 60 and coffee at 78 is the difference
between<00:17:09.600> coffee<00:17:09.919> that<00:17:10.079> makes<00:17:10.319> you<00:17:10.559> wince<00:17:11.199> and
between coffee that makes you wince and
between coffee that makes you wince and
coffee<00:17:11.760> that<00:17:11.919> makes<00:17:12.240> you<00:17:12.480> deliriously<00:17:13.679> happy
coffee that makes you deliriously happy
coffee that makes you deliriously happy
that<00:17:15.439> is<00:17:15.679> the<00:17:16.000> final<00:17:16.400> i<00:17:16.640> think<00:17:16.799> most<00:17:17.120> beautiful
that is the final i think most beautiful
that is the final i think most beautiful
lesson<00:17:18.240> of<00:17:18.400> howard<00:17:18.720> moskowitz<00:17:19.600> that<00:17:19.839> in
lesson of howard moskowitz that in
lesson of howard moskowitz that in
embracing<00:17:20.720> the<00:17:20.880> diversity
embracing the diversity
embracing the diversity
of<00:17:22.240> human<00:17:22.559> beings<00:17:23.280> we<00:17:23.439> will<00:17:23.600> find<00:17:23.919> a<00:17:24.000> sure<00:17:24.319> way
of human beings we will find a sure way
of human beings we will find a sure way
to<00:17:24.880> true<00:17:25.039> happiness
you
Malcolm Gladwell, Tipping, Point, Blink, Outliers, food, industry, spaghetti, sauce, choice, happiness, psychology, TED, TED-Ed, TEDEducation, TED, Ed
