What Do Britney Spears’ Perfume, Ghirardelli Chocolate and Toms Shoes Have In Common? They All Use This Overlooked Sales Strategy.

As a founder, you and your company’s origin stories are more important than you think. Michelangelo Di Battista | Sony | RCA | Getty Images Yes, that’s become conventional wisdom in entrepreneurship circles — but it is now being backed by emerging research, including my own work at the University of Iowa and colleagues’ work…