In his TED Talk, writer Malcolm Gladwell speaks to the importance of Personalization in business by telling the Story of an American great: Ragú spaghetti sauce. In short, Gladwell posits that companies have historically been asking the wrong question. Instead of asking “How do we make consumers like our product?” the question should be “How do we make a product that people like?” Thanks to taste preferences, the most effective way to attract customers who are fundamentally committed to a brand is to play to their unique palates.