1: “Excuse me, sir, would you like to try a cookie?”

The year was 1980. Future Panera Bread CEO Ron Shaich, then 26 years old, was standing on the sidewalk of a busy street in downtown Boston.

“I held out a tray of chocolate-chip cookies to a square-jawed gentleman,” Ron recalls in his excellent book  Know What Matters.

The man hesitated, then he took a cookie. 

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