Jared Konstanty is the CEO of the 140 year old Signature Brands, a business centered on celebrations large and small. Its most current innovation focuses on making the act of decorating simple and compelling for families via some of their notable brands such as Betty Crocker decorating, PAAS and Pumpkin Masters. We talk about: the importance of consumer behavior, the strategies of crafting family memories, how to build a purpose driven company, building consistent brand messages, risk mitigation vs. innovation, and more.