The Everyone Trap

Escaping Mediocrity by Choosing Who You Serve

“It’d be nice to please everyone, but I thought it would be more interesting to have a point of view.” - Oscar Levant

In 1986, the Campbell’s Soup Company faced a serious problem: its spaghetti sauce brand, Prego, was losing market share to Ragú, the market leader at the time. The Prego team was frustrated—not just because they were losing, but because t…