Desperate to spread the word about his beans and pickles, Henry J Heinz was one of the first manufacturers to offer free samples and money-back guarantees. He also masterminded one of the world's longest-running ad campaigns when in 1893 he launched the company's branding: a bright green cucumber shape and the '57 Varieties' logo. Heinz had noticed a poster advertising 21 shoe styles while on a New York train: 'The idea of 57 varieties gripped me at once. I jumped off the train and began the work of laying out my advertising plans. Within a week, the sign of the green pickle with the "57 Varieties" was appearing in newspapers, on billboards, signs and everywhere else I could find to stick it.' Never mind that the company already produced 60 varieties.
Leaders play a critical role in shaping their company's real values.
Iceland's palm oil ban is widely seen as a good thing, but that may not actually change the way it's viewed.
How two near death experiences and a dog called Dave led to the birth of a multi-million pound pet sitting business.
After a career spanning American Express, O2 and Skype, Russ Shaw left the corporate world to champion the capital's tech scene.
No time to prepare? Take heart - and take note.
It's far too easy to forget why you're in business in the first place.