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1. Rethinking the Formula
Illustration
James Emery White
Some of you may remember comedian Yakov Smirnoff. He said when he first came to the United States from Russia; he wasn't prepared for the incredible variety of instant products available in American grocery stores. He says, "On my first shopping trip, I saw powdered milk--you just add water, and you get milk. Then I saw powdered orange juice--you just add water, and you get orange juice. And then ...

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