Several years ago, a very sincere guy who ran a chain of donut shops came to see me. He wanted to do an advertising campaign.
"We're different," he explained. "We're a commune. Everyone who works here owns an equal part. We work cooperatively. It's a model for how businesses should be run. It's a vision of the future. I think people will really respond to this if we do an advertising campaign about it."
"How are your donuts?" I asked.
"Then forget the philosophy. Nobody needs more philosophy. They need good donuts."
I still think it's good advice.
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