Making something repeatable and safe used to be enough.

Henry Heinz deliberately put his ketchup in clear glass bottles. Unethical companies used colored bottles to hide shoddy product and Heinz worked with a chemist who went on to find ketchup containing gypsum, brick dust, borax, formaldehyde, etc.

It’s a reminder, there was a time in history where it used to be enough to have good hygiene and standards. In over a 100 years since Heinz death, finding good enough is everywhere. By making something just good enough, no one will even look at you.

Innovation is a ratchet. Heinz ketchup was remarkable during its time with it’s clear bottle and high standards. Today, it’s the standard, which means for you to get in the ketchup game, you have to do more than Heinz did.