#TheDoritoEffect

In the summer of 1962, a man named Arch West took his wife and three kids on a trip to Southern Califorina. West was a VP at Frito-Lay, and somewhere north of San Diego, he tasted a tortilla chip for the first time. The experience changed his life, and it also changed your life. Tortilla chips, Arch West thought, just might be Frito-Lay’s next big thing. Back in Dallas, Frito-Lay disagreed. The world was happy with Fritos. Who needed tortilla chips? But Arch West was so confident about the future of tortilla chips that he secretly funneled discretionary funds...

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