believed it would drive loyalty while helping families pay for college. After politely listening to our pitch and letting us walk him through our fancy slides, the president told us he was unconvinced of the benefits of our program. He flat-out turned us down, and predicted that no other grocery retailer would join us in our mission. My VP was an industry veteran and a strategic thinker, tenacious when it came to problem solving. “Why don’t we just change the model?” he asked. “Let’s see if we can get the consumer packaged goods companies, like Coca-Cola and Kraft, to fund the rewards and have
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