On the other hand, here's an example from By the Way Bakery, which my wife founded. It's the largest gluten-free bakery of its kind in the world. Their change? "We want to make sure no one is left out. By offering people gluten-free, dairy-free, and kosher baked goods that happen to be delicious, we let the entire community be part of special family occasions. We change hosts from exclusive to inclusive, and guests from outsiders to insiders." What
- Seth Godin