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Freedom

The Genius of Thomas Sowell

CHAPTER

The Teeter-Totter Principle

Heinz used to dominate the pickle market. When Heinz decided to expand its operations into the ketchup market, what happened? It's the teeter-totter principle: One name can't stand for two distinctly different products. If America decides to shift its brand from individual freedom to social justice, the freedom side of the brand will find itself in decline.

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