They don't want the perfect Pepsi, they want the perfect Pepsence. http://www.ted.com/index.php/talks/malcolm_gladwell_on_spaghetti_sauce.html http://www.ted.c

They don't want the perfect Pepsi, they want the perfect Pepsence. http://www.ted.com/index.php/talks/malcolm_gladwell_on_spaghetti_sauce.html http://www.ted.com/index.php/talks/malcolm_gladwell_on_spagh... Seriously, the big name brand companies have done a ton of research on this already - we should learn from them for once.