The Importance of Passion in Innovation

SOPHAD: Since I was a little kid, I always love the Reese's cups. But that was a lot of research just to discover customers' preferences for that mix. SOPHOD: What we find is some consumers love it more for the chocolate, some love it morefor the peanut butter. So yeah, that to me from an innovation standpoint on a brand like that, you have so many possibilities and so many vectors you can go in because you just play around with those different parameters.