I first met John Scharffen Berger six years ago. A great guy.

Ever since then, I’ve been talking about how purple is chocolate is. I even made people in my seminars try some.

Now I see  Hershey to buy Scharffen Berger – Yahoo! News. Thanks to Howard Mann for the ping.

It’s time for John to milk this cow. Good for him.

Now, the big question is this: does Hershey have the guts to not make it better (better means more efficient, cheaper, faster, less likely to melt, flashier packaged, etc.)

Average is often the goal. Average rarely leads to growth.