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I always like to say that when I’m creating a software program, seminar or other event, my starting point is to design something that I would actually pay for.

My wife started buying from a company called The Organic Dish, here in Boulder, Colorado. We love their food (and plus, it’s organic). After our second daughter was born, I kind of buried my head and didn’t catch up with many of my business school colleagues for a few months. When I went out to lunch with Sam, he told me that our friend Toby had started this new company called The Organic Dish.

It was really nice to be able to say that we were already customers… so no bias at all. Small world :)

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