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Straight From the Freezer

Last week, a friend asked if I could help with flowers for her son’s pre-wedding celebration. So Friday morning, I headed to Trader Joe’s to choose flowers for the arrangements.

As I checked out, I asked the cashier the same question I ask every time I’m at Trader Joe’s:

 

“What’s your favorite item in the store?”

 

If it’s kosher…

I buy it.

 

Over the years, we’ve discovered some family favorites this way.

Salt water taffy.

Pita crackers.

Cinnamon bread.

 

But the recommendation we’ve gone back for again and again?

Chocolate covered oranges.

 

That recommendation came with one instruction:

“Eat them straight from the freezer.”

It sounded odd.

I figured she knew better.

 

And we’ve never eaten chocolate covered oranges any other way.

Leadership isn't presenting more options. It's making confident recommendations.

Whether in a grocery store or a boardroom.

Leaders don’t overwhelm people with more choices.

They give people the confidence to move forward.

Malka Frankel

CEO, Better Co. Marketing

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