IntroductionBetter Action

“How selfish soever man shall be supposed, there are evidently some principles in his nature, which interest him in the fortune of others, and render their happiness necessary to him, though he derives nothing from it except the pleasure of seeing it.”

—Adam Smith, 1759

Somewhere in corporate America, a discussion like this is occurring.

SITUATION #1 Less Is More

Ever since the upstart Greek yogurt companies Chobani and Fage came along, the big dogs in the yogurt industry have been hurting. For years, profits soared as they sold smaller and smaller containers of yogurt at ever higher prices. As soon as one company reduced the size of its yogurt containers, the other companies followed suit. As a bonus, they could claim ...

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