“To thine own self be true” writes William Shakespeare in Hamlet. “Let your conscience be your guide” the Blue Fairy tells Pinocchio and then asks Jiminy Cricket to serve as Pinocchio’s conscience.

The supermarket industry’s marketing and advertising activities deal almost exclusively with what works today and almost never with what’s going to work tomorrow.

Too few companies run research to determine what their entire market place will be like in three years? In five years? And very few are committed to a vision that basically says, “We truly believe we know where this industry is going. We know what the leader will look like, sound like, think like, and be like in five years, and we know something else. We’re going to be that leader!