Isaac used to sell dog food. Then he noticed his customers were buying for their “children” and realised he was standing at the edge of one of the biggest consumer shifts of our time. Isaac runs a pet supplies business in Toronto, and one afternoon a customer changed how he saw his own industry. A woman came in and spent forty minutes
Joseph wasn’t chasing a trend. He was answering a question his own customers kept asking and it led him to the fastest-growing shelf in his business. Joseph runs a health-food and wellness import business in Nairobi, and for months one comment kept following him around his own stores. “Do you have anything without sugar?” He hear
Rafique wasn’t looking for another product to sell. He was looking for the next decade’s opportunity and he found it in something as small as a sachet. Rafique noticed it at a family wedding. At the dessert table in his home city of Amman, three of his younger cousins waved away the baklava and asked, half-joking, whether anything was
