Seth Godin: Marketing Sauerkraut: "The story goes that James Cook brought fermented german cabbage with him on a long voyage, an innovative way to combat scurvy...
...He knew that getting his sailors to eat this strange and stinky food was going to be difficult, particularly since scurvy is a long-term problem, not something you want to try to solve after you get it. His answer was based on recognizing the power of status roles and is widely applicable: For the first two weeks of the journey, only the captain and the officers were allowed to eat sauerkraut. Demand creation through status roles has a long history, apparently...
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