Intentional Simplicity: Why the Best Strategy Starts with Boiling Water.
The first chapter of Tamar Adler's masterpiece An Everlasting Meal is about how to boil water.
Not gourmet techniques. Not molecular gastronomy. Just water, salt, heat—and a few gentle nudges to think differently…
We Said No.
I have been telling this story at conferences for twenty-five years.
Not as a war story about a famous client. But because it crystallised something I have never been able to un-see.