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25 “The  process  (eating  Dorito’s) Essential business lessons from the world's leading innovators

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25
“The
 process
 (eating
 Dorito’s)
 almost
 always
 involved
 licking
 their
 hands
 periodically
 and
 
tipping
 the
 bag
 out
 at
 the
 end
 to
 get
 all
 the
 spices
 and
 crumbs
 -­‐
 great
 for
 the
 guys,
 but
 not
 how
 
many
 women
 wanted
 to
 eat
 a
 bag
 -­‐
 so
 we
 had
 to
 re-­‐think
 it,
 how
 do
 we
 make
 it
 more
 feminine?”
 
Indra
 Nooyi,
 Chairman
 and
 CEO
 PepsiCo
...seek to provide a totally inclusive
product experience, think about it on
a human level and perspective

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