Smartphones, instant messenger, Twitter, Skype, Facebook, e-mail, text messages…the ways in which we can connect are endless. The efficiencies it has created are impressive. No longer do we have to physically hold meetings with our teams. Forget flying across the country to wine and dine a client…just arrange for a Facetime video chat to get it done.

However, all of this connectedness can have a dangerous effect on your own productivity. Why? We’ve created a culture that accepts constant distraction. Here is the behavior we all tend to have:

1. Our cell phones are always on our person, and always on. We answer or call back immediately after checking voicemail. We respond to texts the second they come in.
2. Our e-mail inboxes are always open. We have notifications that let us know when another message trickles in. We jump on new messages as if they are more urgent than the last.
3. Our coworkers can reach us on instant messenger all day. Google Talk is the messenger of choice with the HUMAN Team, and it will bombard you with dings and popups by default unless you disable them.

Productivity experts agree that in order to achieve maximum results you need to dedicate at least 90 minutes of uninterrupted time on each task.

90 minutes. Let’s be honest with ourselves: when’s the last time we were able to focus on something and get absorbed in it for 90 minutes? It sounds impossible but I highly recommend following these tips from Eben Pagan, one of the foremost experts on personal development and productivity:

1. Designate certain blocks of time each day to answer calls and respond to emails. You will train people to know that you aren’t available 24/7 instantly, and that you respond in a timely manner at certain blocks of time each day.
2. During all other times throughout the day schedule 90 minute blocks to focus on one project or task at a time. Buy a digital timer and set it for 90 minutes. Don’t worry about anything else until the timer goes off.
3. Turn off your cellphone.
4. Sign out of Instant Chat.
5. Close out of your e-mail.

Everybody thinks their problem is urgent, and therefore must instantly become your problem. Respecting your own time will cause others to respect your time in return. Check out this video to hear it straight from the man who has pioneered a lot of practical habits for being productive in our modern world:

The Nutella Case: Your Front Label is Lying by Omission

Ferrero – the manufacturer of Nutella – is now $3 million in the hole with half a mil going to a plaintiff in San Diego, CA who has sued the company for deceptive advertising and $2.5 mil going to class action recipients (you can get in on the action if you bought a jar between August 1, 2009 and January 23, 2012). You can read the full complaint here.

From the Yahoo! Finance article:

Ferrero, the company that manufactures the highly addictive yet apparently not terribly healthy spread, has settled a $3 million lawsuit filed in February 2011 by San Diego mom Athena Hohenberg. Hohenberg, it seems, believed that Nutella was a great dietary choice for her four-year-old daughter. She claimed the company’s advertising — particularly giving TV-ad viewers the idea that Nutella was part of a nutritious breakfast — led to her erroneous perception.

I have read articles and blog posts that claim the only thing we can learn from this case is that “stupid people can have smart lawyers,” others have called the suit frivolous and some come to the defense of the plaintiff by nothing that in our corrupt food system the only recourse we have to effect change is to use the legal system since food companies are failing to hold themselves accountable. Either way, Nutella has lost the case and will now include info on the fat, sugar and calories of the product on its front label (perhaps all products should have this information on the front label, too?).

The plaintiff argued that the Nutella TV ad is misleading. Here it is so that you can form your own opinion.

The female announcer’ voice says, “with a balanced breakfast, a glass of milk, a piece of fruit and two pieces of toast with Nutella, it’s amazing what they [your kids] can do.”

I can understand how one might extrapolate from this ad that Nutella is healthful, but note that the announcer certainly doesn’t say, “with a balanced breakfast, a glass of milk, a piece of fruit and two pieces of toast with Nutella, it’s amazing how healthy your kids will be.” She also doesn’t say how much Nutella to spread on the toast. She doesn’t say, “eat our sugar-free Nutella!”

I’ll be honest – Nutella isn’t a purist’s dream food, but not all of us are food purists, and, frankly, some of us choose to indulge. It comes down to being a smart and mindful consumer – and knowing that you are making a choice and what its implications are, wouldn’t you say?

These are Nutella’s ingredients:
sugar, modified palm oil, hazelnuts, cocoa, skim milk, reduced minerals whey (from milk), soy lecithin: an emulsifier, vanillin: an artificial flavor.

The first ingredient is sugar, which means that sugar makes up the most weight of the product compared to its other ingredients. In other words, you don’t want to spoon-feed this to your infant for breakfast, lunch and dinner. It also has palm oil, which is high in sat. fat and sourcing it is pretty destructive of the rain forest (though, Nutella does tell its consumers via its FAQ page that it’s a member of the RSPO (Roundtable on Sustainable Palm Oil), and “only uses palm oil which is extracted from controlled plantations in Malaysia”). It also has artificial aka ALIEN, flavors (i.e. vanillin).

If you’re so inclined, you can picture that one serving of two tablespoons (37g) of Nutella has 21 grams of sugar. Compare this to a Snickers bar (which tends to be about 57g), which has 28.8g sugars. If you break that down per gram, Nutella actually has more sugar per gram of product, with 0.57g sugars per gram of the product, than Snickers, which has 0.50g sugars per gram of product. Basically, one serving of Nutella is more than double the amount of sugar allowance for children ages 4 to 8.

Here’s my stance: Consumers – that’s you and me – need to be more food “literate.” In other words, we have to learn that personal responsibility is vital when it comes to food consumption even if only because food companies have become increasingly sly in their marketing. We should all consider the front of a food label the online dating profile version of the food where all of its positive qualities are listed (and usually exaggerated, eh?). Consider the actual nutrition label on the back, with the nutrition facts and ingredients, the actual truth. Then, after having viewed the good, the bad and the ugly, decide if you want to take this food home.

The Kashi Case: Some Consumers Say Your Version of “Natural” Ain’t Natural

Kashi, who is owned by Kellogg’s, has consistently marketed itself as a healthful company. One small grocer in Rhode Island started the Kashi controversy when he posted a note, in the place of where he used to stock Kashi cereals, telling his customers that he wouldn’t sell the cereal because it had come to his attention (via the Cornucopia Institute) that the brand uses GMOs & non-organic ingredients. Someone took a picture of the note and the rest is, as we say, viral history.

The controversy lies predominantly in Kashi’s use of the term “natural” in its advertising and packages, especially in light of the fact that it uses GMOs and ingredients that are not organic. Kashi, however, is not doing anything illegal. The term “natural” is meaningless from a legal perspective since there are no USDA or FDA regulations specifying what a natural product is or, more importantly, regulating the use of the term. The FDA says, “From a food science perspective, it is difficult to define a food product that is ‘natural’ because the food has probably been processed and is no longer the product of the earth. That said, FDA has not developed a definition for use of the term natural or its derivatives. However, the agency has not objected to the use of the term if the food does not contain added color, artificial flavors, or synthetic substances.” This is still widely subjective, but I’d wager that many consumers would actually argue that GMOs are synthetic substances.

According to Fooducate, one in four new products launched in 2010 had a label claiming it was “Natural.” But consumers are becoming more and more cognizant of this potential loophole and demanding more regulation. According to Food Navigator:

Consumers on the lookout for eco-friendly claims are skeptical about the term ‘natural’, and two-thirds would favor a uniform standard to certify natural claims, according to a new survey.

In Elizabeth Weise’s reporting via USA Today, David Desouza, Kashi’s general manager believes Kashi is not in the wrong. “The FDA has chosen not to regulate the term ‘natural.’” Weise writes, “The company [Kashi] defines natural as ‘food that’s minimally processed, made with no artificial colors, flavors, preservatives or sweeteners.’”

The larger and more complex question is what should be done with food marketing and food labeling in general. What I see as the biggest con to food advertising is that consumers have become accustomed to listening and relying on the food companies to tell them why they should eat their products rather than relying on their own research. The truth of the matter is that the only thing that will save both consumers and food companies is true transparency. We have a right to know if there are GMOs in our foods (you can try to make this happen here) and the FDA should consider putting restrictions on what can qualify as “natural” because, right now, it’s a rogue label and it’s screwing with all of us.

Students consume up to 50 percent of their day’s worth of food at school, so the Obama administration says it wants to ensure that what students eat contributes to good health, reports the New York Times, who first covered news of the impending guidelines. This makes sense to us just from a consistency standpoint. In other words, if we focus on serving healthful meals to children via our school cafeterias, we should also focus on serving healthful products outside of those four walls. This is clearly a more complex issue that goes outside of the school, but schools are a great place to start.

School nutrition has been a contentious issue. The advocates of reform have included vocal leaders such as Chef Ann Cooper – the “Renegade Lunch Lady” – Michelle Obama and Jamie Oliver; detractors have often included food and beverage industry lobbyists. There have been victories for both sides of the issue, depending on your perspective. Last year, lobbyists for the food and beverage industries launched a campaign that persuaded Congress to rescind some of the rules that the Obama administration wanted to place on school lunches, as part of its nationwide campaign to lessen the causes of childhood obesity. The change that got the most publicity was the now infamous pizza vegetable scandal. Ok, it really wasn’t a scandal. But if you Google search “tomato sauce is a vegetable serving” you get about 15,700,000 results. In reality, Congress allowed two tablespoons of tomato sauce to be considered a vegetable, as we reported earlier. In my opinion, the decision didn’t warrant so much hype. Tomato sauce isn’t inherently “bad.” In fact, it’s quite good for you (granted, if you can get it from a can with BPA-free lining, or make it yourself). And, if it’s on a pizza that has 100% whole-wheat crust and organic cheese (or “cheese” – I’m vegan and am all about cashew “cheese”), it’s really a wholesome meal. But I digress…

The New York Times reports that advocates for the new vending machine restrictions expect the food and beverage industry to stomp its feet much like it did with the school lunch guidelines and create another tomato sauce rule; especially, since, as the Times quotes, according to a study by the National Academy of Sciences, “about $2.3 billion worth of snack foods and beverages are sold annually in schools nationwide.” I don’t think there has to be as much pushback though. The natural products industry is growing exponentially, and, as we know here at HUMAN, we can indeed have vending machines with better-for-you options, including fresh fruit and items sourced locally (for example, we vend a mom-and-daughter duo’s granola, called Nuts About Granola, in York, PA).

Is America ready for uniform vending standings in schools? Yes, according to the Kids’ Safe and Healthful Food Project’s recent survey, which found that eighty percent of American voters favored national standards that would limit calories, fat, and sodium in snack and à la carte foods sold in U.S. schools and encourage the consumption of fruits, vegetables and low fat dairy items.

And, while school lunches have been taking a lot of heat lately (just say the words, “pink slime” and you’ll hear shrieks), healthy vending machines have also been making national headlines, but their reception has been predominantly positive. Most see healthy vending machines as a healthful compromise – a way to keep vending machines, which often provide ancillary income to cash-strapped schools, while also providing healthful options that parents would choose for their own kids.

Providing access to fruits and vegetables in vending machines may have more of an impact than many realize. In a recent study published in the journal, Public Health Nutrition found that participants who agreed that they had “convenient access to quality” produce were more than twice as likely to eat the FDA-recommended amounts of fruits and vegetables, compared to those who said they did not have such access. Granted, the study included adult participants, rather than children, but it’s still worth noting! The study also found that cost was not a hindrance to product consumption, rather convenience – and as Mark Bittman has surmised, time to cook, and kitchen know-how – is.

We’ll keep you posted when the USDA releases its proposed guidelines. ‘Til then, eat well and prosper!

Now why in the world should YOU want to be a “local celeb”? Consumers these days want more than just a standard vending service, although that is an essential part of the criteria, it’s not enough. You might be an expert at vending and ‘sales’ might be your middle name but being a “local celebrity” who is well-known for these things is the key to your future success.

Check out these 5 tips on How to Become a Local Celebrity… And Why You’d Want to

1. Know your target market and have them feel comfortable with you
Sharing your “story” with the community is extremely important as people want to identify with you. Maybe you accomplished something they are trying to and you are their inspiration. Tell them about it. Don’ t be shy. If you had a life changing experience, WRITE ABOUT IT. If you have an inspiring story as to why you joined Human, TALK ABOUT IT. If you just overcame a serious illness and found ways to overcome it by changing your diet, SHARE IT! If you were in debt and now you’re a big BALLER, tell ‘em how you got there! FIND THEIR PROBLEM AND HELP THEM SOLVE IT! We love information– heck you’ re getting some right now aren’t ya?

2. Do Something that Counts
Being a social entrepreneur is amazing in itself, but what are you doing for your community that makes people remember you? Host educational and snacking events, help raise money for a local charity, speak on health related topics that will uplift those in your area and motivate change in your community. Attend networking events, hand out business cards and make sure to take advantage of photo ops. There’s no room for fear!

3. Continue to Build Up Your Fan Base
Get your story or snacking event on local cable, TV or Newspaper! Start by researching contacts in your area. Collect contact info like it’s nobodies business. Every event that you have or attend, you should be collecting names, e-mails, and mailing addresses. Don’t walk away missing out on potentially new clients, customers, followers, fans, etc.

4. Get out the house and work that room baby!
Get known for being the professional and wonderful person that you are. Learn how to find interesting networking events online. Go where your target market is, not necessarily where your peers are. One great resource for local events is meetup.com. It’s a hard fact that even if someone is really interested in you, they will rarely call you back. You must keep on top of your contacts and constantly develop new ones, focusing on those that will help you get to where you want to go. The most important advice is to be kind to everyone on your way up, from the receptionists to the doormen to the assistants, because you never know who you’ll meet on the way down!

5. Have Authentic Personal Style
Becoming a local celebrity is a lot easier than you may think! Having “star” quality is more a matter of over-all impression than actual looks so having a knockout first impression is key. What message are you sending? Before you even open your mouth, you need to have a positive and memorable impact on people. Having authentic personal style can give you the clout to open doors to places that would otherwise remain locked or take years to enter. It’s amazing how charm, grace, and confidence can get you to the front of the line. You don’t have to be rich or wear expensive clothes, in fact a HUMAN Tee will do just fine! It’s all in how you work it! That’s star quality.

Now that I’ve shared this knowledge with you its time to get out there, do your research, know your business and become the trusted friend and adviser (aka “local celeb”) in your local community.  This might just be the missing link to finding your success!

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A great example of a HUMAN partner that is rapidly climbing the ladder to becoming a local celeb is Ruben Ayala out of San Antonio, Texas. By being actively social and making himself visible in the community he has had major success very early on in his business. CLICK HERE to see photos & updates from his local community appearances.

Way to go Ruben!

As a small business owner and/or operator, this may seem like corporate-talk and the substance of board-room meetings for large companies – not for a business of less than 5 people running healthy vending machines.

However, these are all applicable if you take time to think about it:

Your mission statement. It must answer one question: “How do we intend to win in this business?” This is something we help you figure out in our intense training event for new Partners: HUMAN’s Business Building Bootcamp.

Candor. Welch says “lack of candor blocks smart ideas, fast action and, and good people contributing all the stuff they’ve got.” Are you candid with the performance of your route drivers about their performance and attitude? You’re doing them and you a disservice if you are not.

Differentiation. Not wanting to manage many employees is why many people enter the vending business in general. However, if you plan on building a healthy vending empire you’ll need an all-star team to handle the daily operations. Differentiation refers to rewarding your top performers, motivating the majority and attempting to engage them, and cutting your low-performers. (Interestingly, this theory should apply to how you manage a planogram…)

Managing Crises. Best quote from the book on this: “On one hand, you’ve got to throw everything you’ve got into understanding solving the crises. At the same time, you have to put that activity into a compartment and carry on as if nothing is actually wrong.”

Loving your job and finding a work-life balance. This is tough to find no matter what you’re profession. Welch shares 3 best practices to achieve this important balance:

 1. Be focused on where you are and whom you are with.
2. Have the mettle to say no to requests and demands outside your chosen work-life balance plan.
3. Outside of work, clarify what you want from life.

I use to believe that the road to better health existed throughout a treacherous labyrinth and that in order to get anywhere, I’d have to answer riddles, face demons, and be committed to sticking it through even when I was tired, worn down and ready to give up.

I was right.

The truth is: when I made up my mind 9 years ago that I was going to turn the state of my incredibly poor health around, I did have to answer riddles, i.e. what foods are best for my body? What does “health” mean to me? What is my body capable of? What the hell is in my food?

I had to face demons: using food as a coping mechanism has certainly been one of my most pressing demons. Holding my body accountable to unrealistic standards and forgetting optimal health is my goal rather than a specific weight, has been another.

Getting tired and wanting to give up? Check! It happened (happens!) all the time.

You know what else happened?

I began to acquire an arsenal of tools to help guide me. These tools actually made the labyrinth not seem so scary. I began to understand that I would never know everything (& that’s fine! Life is soooo boring if you know everything!) and I would never be guaranteed not to face another demon (so I learned how to kick box those bastards) or to get tired (who knew that exercise actually makes me less tired?!). What I could count on was that I would persevere.

How? What can you do to prepare yourself when you decide to take the journey to better health? These are my top three tips:

• Become active, engaged & curious about health. Start reading about health, nutrition and food politics. I always recommend Marion Nestle’s book “Food Politics” as a starting point. I love the blog Fooducate, too. Want to watch some interesting documentaries? Try Food Inc., Forks Over Knives and Supersize Me for starters.

• Start asking your body questions & listening. I know that sounds weird, but all of our bodies are different and we can only begin to understand how to reach optimal health if we know what is optimal for our unique body. So, ask yourself how you feel after eating different foods. Jot it down. Do you crash after eating refined carbs? Do you have a reaction to dairy? Listen.

• Be your own advocate. Do you think your doctor doesn’t listen to you? Switch doctors! Does your grocery store not carry organic produce? Talk to the produce manager. Does your school or office only have junk food vending? Holla’ at us!

And, it works. Sure, I lost a person in pounds. What’s more? I gained my health. Now tell us, what are your tips for better health?

Most people have a grasp on the factors surrounding obesity (the calorie intake/burn balance, genes, metabolism, behavior, culture, environment, and socioeconomic status), and much of the debate surrounding obesity has to do with which of these factors should be weighed (no pun intended) more heavily than others.

While it’s important to understand the roles those factors weigh, what many people don’t talk about is: what changes occur inside the brain of an obese person?

Researchers at the University of Turku and Aalto University have discovered new evidence that brain function is actually altered in an obese person.

The alterations have to do mainly with the reward system within the brain. The findings showed that in obese people, brain glucose metabolism was significantly higher in the brain’s striatal regions, which are involved in the processing of rewards.

That’s not all! When obese subjects looked at food pictures while having their brain waves monitored: the frontal cortical regions involved in cognitive control were dampened!

So the conclusion is your brain sabotages your efforts to become lean and healthy. It will reward you for eating and weaken its control mechanisms for having power over your thoughts.

This helps explain the difficulty in losing weight: your built-in reward system is fighting against your best efforts! So trick that system by rewarding yourself with health snacks that taste like the bad stuff: problem solved.

Here are just a few of my favorite
healthy alternatives that taste great!

1. Pirate’s Booty

2. Vitamin Water

3. Clif Bars

4. Pop Chips

5. That’s It Fruit Bars

6. Luna Bar

7. Kind Fruit and Nut Bar

8. Stacy’s Pita Chips – Cinnamon

9. Sambazon Acai Energy Drink

10. Just Chill – Natural Stress Relief

That’s the inconvenient truth of the entrée on the plate of this thoroughly researched and persuasively argued documentary about worldwide dietary decline and the health benefits — and then some — of a whole-food, plant-based diet instead of one dominated by animal products and processed food.

It’s a wake-up-call about living longer, healthier lives.

And, y’know what? The next time you’re about to fork over your hard earned money for food that you know is bad for your body — given our addiction to fat, salt, sugar, and corn syrup, given the absolute inevitability that this will indeed occur and soon — maybe you’ll hesitate just because you’ve sat through Forks Over Knives.

The film focuses on the research of two men, Dr. T. Colin Campbell and Dr. Caldwell Esselstyn. I won’t go through a play by play of the film, but here are a few eye-opening facts presented in the film that really stood out to me:

• When the Germans invaded Norway in 1940, they claimed all of the livestock to use for their own troops, thus, the people were forced to eat a plant based diet. Almost immediately, the death rate due to heart attack and stroke decreased drastically. As soon as the conflicted ended in 1945 and their diet returned to eating meat and dairy, the rate of heart attack and stroke skyrocketed.
• We are all born with genes and some of us may be predisposed to cancer genes, while others may develop them at some point in life. The film showed an interesting experiment in which rats rats were fed a diet of casein and the level of cancer genes were closely monitored. The rats that were fed a diet of 20% casein developed cancer genes at an alarming rate. However, when the casein was removed from the diet, the cancer genes stopped growing and spreading. When the casein was reintroduced, the cancer continued to spread.

Here are some frightening statistics:

• Over 50% of Americans are on some form of medication.
• We spend five times more on healthcare than we do on defense.
• One out of three people born in the US today will develop diabetes during their lifetime.
• Around the 1900s Americans ate, on average, 120 pounds of animal protein annually. In 2007, it was 222 pounds per person, per year.
• It’s estimated that only one to two percent of cancers develop solely from our genes. The other 98% is because of what we do to ourselves to develop it.

The film featured real life case studies on individuals who suffered from high cholesterol, diabetes, and other diet related health problems. These people choose to skip the medication and turn to a plant based diet. Within short periods of time, their health conditions did a complete 180 without medicine.

So, will this movie change the way I eat?

How could it not? Hard facts that prove eating processed foods is literally killing me were flashed before my eyes. Will I become a vegetarian? Probably not. However, focusing on eating only lean proteins, cutting out all processed food, and eating more fruit, vegetables, and whole grains is the way I plan on living out the rest of my life.

I challenge you to replace your processed foods with whole-food choices for just 30 days and FEEL the difference for yourself! If eating right can make you feel better that quickly, just think what it will do for you in the long run!

“Let food be thy medicine and medicine be thy food”
― Hippocrates

CLICK HERE to win a FREE copy of “Forks Over Knives”.

by Annabel Adams

This past weekend, HUMAN’s CEO, Sean Kelly, Captain HUMAN himself, and I attended Natural Products Expo West, the world’s largest natural, organic, and healthy products trade show, held at the Anaheim Convention Center in Anaheim, CA. If there’s any question in your mind as to the state of the natural products industry, consider that when Expo West first started in 1981, it drew 3k people. This year? 60k! There were 3,500 natural products exhibitors, 547 of whom were first-timers!

Captain HUMAN made sure to visit some of his favorite product companies whose HUMAN products are favorites in our vending machines all across the country.

We noticed that the same trends we saw last year (organic, vegan, gluten-free, non-GMO, no artificial anything) were again in full swing, however, many products boasted more than one of these selling points (e.g. vegan AND gluten-free). This is great news for consumers!

A few other trends:

• Seeds, especially chia and flax, are popping up in many products
• Probiotics Product companies are beginning to focus on their own company practices as a selling point, i.e. becoming “B Corporations”
• Consumers are focused on knowing what’s in their food by being able to pronounce and recognize ingredients (these foods are HUMAN) and also knowing where these ingredients come from. This means that there is an increase in “certification” labeling (e.g. Certified Organic, Certified Vegan, Certified Fair Trade, Non-GMO Project certified, etc.) and we expect this to continue in the coming years
• Many products last year were gluten-free and made with brown rice; this year, many GF products were made from lentils & other beans
• Most foods were sweetened with fruit concentrates, brown rice syrup or the newbie: coconut sugar (a trend we expect to grow)

If you are on the East Coast and interested in attending the Natural Products Expo, you can register now for the September event held in Baltimore, MD here.

View the slideshow below to see  all of Captain HUMAN’s adventures at Expo West 2012!

By Patrick Sanders

Being a small business operator is a lot like being a pirate. You’ve got a parrot on your shoulder, peg leg, and affinity for emphasizing the letter “R” in all that you say.

Admittedly, that’s not very accurate. But it’s close. Being a small business operator is much like being a small fishing vessel with a crew of 1-2 competing against commercial fishing firms with fleets of ships, expensive equipment, and layers of systems in place to dominate their category.

In this analogy: the small fishing vessel is faced with two choices: compete in the bloody, red water or head for open seas to the blue water – which is untainted by competition and full of undiscovered opportunities.

In Joe Calloway’s “Becoming a Category of One”, some common sense but notable concepts are talked about that have a real world impact on running any small business, not excluding a healthy vending business.

The biggest takeaway: if you have a successful business, then you know what used to work.

That’s right: USED to work. Past success can be the enemy of future success, so embracing a process of continual change is key to expanding your business.

The goal of this process of continual change is to escape the “commodity trap”, which is being labeled as just another company in a certain industry or space with little differentiation.

For example: do your locations think of you as just another vending operator with a fancy machine? Or do they think of you as a nutrition consultant and provides tasty products and drives philanthropic change in his or her community?

The answer to that question should tell you if you’re in a category of one, or if you’re fishing in red water.

I encourage you to watch this short video from Joe Calloway, best-selling author of “Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison” and “1ndispensable: How to Become the Company That Your Customers Can’t Live Without”.