A Good Fit: Rethinking College Admissions
I have a friend who used to be the brand manager for Kingsford charcoal. One day, he was asking his team: “Who is our competition?” His team piped up: Royal Oak? Store brands? No, my friend replied. Our competition isn’t another charcoal. It’s the gas grill. Cooking out is a lifestyle choice, with all of kinds of positive feelings associated with it — time with friends, fun, fresh air. And our potential customers are switching to gas, and getting all…