“In most corporate settings, if you suddenly asked ‘Why do people clean their teeth?’ you would be looked at as a lunatic, and quite possibly unsafe. There is after all an official, approved, logical reason why we clean our teeth: to preserve dental health and reduce cavities or decay. Move on. Nothing to see here. But, as I will explain later in this book, I don’t think that’s the real reason. For instance, if it is, why are 95 per cent of all toothpastes flavoured with mint?”