Your Ketchup Tastes Fine. That’s Why You’re Losing to Heinz.
Heinz’s market dominance isn’t about a secret recipeβit’s about how your brain defines ‘ketchup.’ Superior products fail because they don’t match the flavor profile you’ve been trained to expect since childhood. The real moat is in your mind, not your bottle. Here’s why trying to make a ‘better’ product often backfires, and how to build a brand that becomes the default.