At no point should we admit to ourselves that we have it all figured out completely. The moment we think we have it all figured out, we become obsolete. Technology and the pace of life moves fast so you have to move with it.
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I don’t want to just buy yogurt because it’s yogurt, I want to buy yogurt from an Icelandic man named Siggi Hilmarsson who was homesick for his Mother’s skyr (high protein yogurt) and decided to start making it in his tiny New York City kitchen. When I’m in the grocery store staring at the 800 different kinds of yogurt, what stands out to me is this fantastic brand, Siggi’s because I know their story and I want to be a part of it.
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