How this one minor change turned Nutella into a generational brand

Shawn: I think what most people don't do is they don't really get to walk around Costco and sample the things. And I think that's actually the more interesting thing is like, how do you get somebody exposure because I would say the vast majority of people never even find out if they really love something cuz by the time you like school is such a regimented track, right? You're spending 8 hours a day doing the same exact things as every other kid. Did you happen to love photosynthesis? Did you happen to love trigonometry? Like, probably not. And so, by the and then it's all just funneling you to get into a college. When you get into a college, it's about getting a job. By the time you have a job, now you're working and you're trying to like pay for life. And by the time you're 30, you're like, well, I didn't really get that opportunity to go figure out that actually it was podcasting that I really had an affinity to. I actually really loved that. Or it was, you know, whatever it is. Like, baking. It was this. It was that. It doesn't really it's hard to even know. And I think most people never even know. And so, the thing I want to make sure I do for my kids is get you to at least feel and see what different what the world is. What are what's even on the menu of options so that you have some exposure in life cuz I don't think the world by default does a good job of giving you exposure.

Shawn: He would bring Victor, starting at the age of maybe seven, to these really big business meetings. I remember he sold one company when Victor was something like 10 years old. He sold it for close to $10 million, and I remember he would go to LA from San Francisco, and he would take Victor out of school and bring him. And Victor would just sit like next to him, and Victor wouldn't talk, but he would pay attention to the meeting, and afterwards Ramon would be like, 'Victor, what's your opinion? What should we do?' And then another time, Victor has actually been to China. I think a couple times because Ramon has a company now, Afina, where they have manufacturers in China, and he'll bring him to China, and he'll just sit quietly and be like, 'Afterwards, Victor, Ramon would be like, 'Hey, okay, so what do you think? You think this guy is legit? Should we go with him? Should we do this?' And I remember seeing that, and before I had kids, I thought it was awesome. And then after I had kids, I thought it was like a blessing, a treasure.

Sam: Curiosity's like one of these grandma's remedies where it's like, 'Oh, I have pneumonia.' And it's like, 'Put some whiskey in the pancakes and that'll do it.' It's like, 'What? That doesn't make any sense.' And then it like works. It's curiosity's kind of like that where almost all these unrelated problems can be solved with curiosity. I'll give you an example. One is what we're talking about here, which is when you're actually curious about somebody, you will appear interested in them because you are interested in them and then they feel interesting and they feel like you took an interest in them, they feel an affinity towards you. Great, that's one. You this works with yourself, too. So a lot of times I'll talk to my trainer, my coach. And let's say I'm feeling bad about something. What most people try to do is they say, 'Don't feel bad. Feel good. It's okay.' And like don't feel bad is pretty poor advice when you're feeling bad about something. And instead he just says like, 'Don't feel bad, just get curious.' And he's like, 'Just lean into it. Like, get curious about it. What is that? Why do you feel that way?' And as soon as you start getting curious, it's almost like the cloud moves away, the sun starts to peer through, and your brain literally shifts state into a more childlike curious state of mind, and it takes the edge off. It takes the guilt or the shame or the self-loathing off of whatever it is you're doing.