I found truth in a cup of yogurt today.

I was fortunate to have breakfast with my friend and collaborator Ryan Jacoby today, and he reminded me that, at the end of the day, it's all about making good stuff.  Yes, everything else in your business ecosystem has to be in place, but you need to sell good stuff.  An Apple Store without Apple products would be… not so good.

Back to the cup.  Having intended to purchase a cheap(er) lunch, I just walked out of Whole Foods with a more expensive lunch, natch.  Actually, at around six bucks for a frozen burrito and a couple of yogurts, it is not bank-breaker meal, but I am a semi-Mid Westerner and have a kids to send to college and I'm living in the land of massive taxation… but I digress.  Back to the cup: while wandering the isles, I fell prey to a pricing promotion, and though I can never justify a container of Siggi's yogurt at $2.49 per unit, I certainly was up for two of them being promoted at $2.00 a lid.  Yes, it would seem that I need to turn in my MBA, but I am not a perfect person nor do I want to go through life making rational purchase decisions.

And how very happy I am right now with spoon in mouth and a wallet $4.00 lighter.  Siggi's, for those of you who have not had the pleasure of sampling yet, has exquisite mouth feel.  It is thick without being clompy, smooth without feeling excessively processed.  It comes in some of the standard yogurt flavors — vanilla, blueberry, etc — but also in some unexpected ones, like grapefruit.  Love that grapefruit.  And none of the flavors feel like they feel off the back of a truck destined for IHOP; they are light and complex, not syrupy and bright.  There's a wonderful backstory to Siggi's, too:  the company is led by a passionate, entrepreneurial Icelander named Siggi who is crazy about his native skyr yogurt and so found a bunch of wholesome cows in New York and started cranking out skyr.  The packaging is eco-friendly and the graphic design meets my psychographic needs.  With all of this, $2.49 starts to feel reasonable.

There's no big punchline to this post.  Just do good stuff.  Just do good stuff.  When in doubt, repeat that under your breath:  Just do good stuff.