In this episode of the Conant Code, we unravel the hidden strategies that transformed Prego from an underdog to a market leader in the world of tomato sauces. Join us as we venture back to the early 1980s, a time when Ragu dominated the shelves, and Prego's prospects appeared dim. Faced with flat sales and customer indifference, Campbell's, the parent company of Prego, took a bold step by enlisting the expertise of Howard Moskowitz, a Harvard-trained psychophysicist. At the heart of this transformation is Moskowitz's groundbreaking insight: there isn't a one-size-fits-all solution in the quest for the 'perfect' sauce. Instead, the secret to success is diversity, recognizing that the tastes and preferences of consumers vary vastly. With thousands of taste tests and data points, Moskowitz guided Prego to embrace a new paradigm - offering multiple variations on a theme. And the results were sensational. Prego introduced Chunky, Extra Chunky, Garlic and Herb, and more, igniting a revolution that saw them soar to over $600 million in new revenue. This is not just a story about tomato sauce; it's about understanding choice, consumer psychology, and the profound impact of catering to individual preferences. In our quest to break down myths and uncover truths, the Conant Code delves into how businesses can unlock their own successes with the right strategies, targeted approaches, and a keen understanding of their customers' desires. Step into aisle four, embrace the revelation, and discover how a red tidal wave of options can lead to unparalleled profits and market dominance.