Vinod sells lassi and chaas near Ujjain Mahakal Mandir. Tourists come daily. Every week someone suggests:

“Add chocolate lassi.”

“Add strawberry.”

“Put toppings, bro.”

Vinod tried. Sales didn’t move.

What did work was boring.

Same steel glass.

Same thickness.

Same salt level.

Same price—₹30.

One day a tourist from Ahmedabad said:

“Last year also it tasted exactly same.”

That sentence is branding gold.

Lesson (simple, usable):

In food, reliability beats novelty.

People return not for excitement, but for certainty.

👉 Try this yourself:

Before adding new items, fix one thing so well that customers remember it.

Taste. Quantity. Timing.

Anything—but make it predictable.

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My blunt opinion (as promised 😄):

Small businesses don’t need innovation labs.

They need clarity, consistency, and courage to explain.

Big brands use ads to build trust.

Small brands can do it with behaviour.