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My Company Helps Stores Like Whole Foods Increase Sales By Up to 86% Without Changing Products or Pricing. Here's Our Secret. Too often, business leaders discount the importance of our physical senses.

By Kevin Kelley Edited by Frances Dodds

This story appears in the January 2025 issue of Entrepreneur. Subscribe »

The restaurant's sign promised "Homestyle Cooking." But when I asked a customer about that, he was dismissive. "If you can't touch it, it ain't real!" he said.

The customer's name was Percy. The restaurant was a struggling buffet brand. Percy ate there because it was affordable — but because he couldn't see any "homestyle cooking" happening there, he doubted the company's claim. That's the kind of insight I love.

Related: These Rookie Mistakes Almost Ruined My Business — Here's What I Wish I Knew Before Starting

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