"From the very beginning, we bucked tradition. When the experts said that something was "always done" in a certain way, we'd do it our way, which was sometimes the very opposite."

"Now then, if we were to go the lowest road and plaster my face on the bottle of oil and vinegar dressing just to line our pockets, it would sink. But to go the low road to get to the high road- shameless exploitation for charity, for the common good- now that's an idea worth the hustle, a reciprocal trade agreement."

...." I was rather discouraged when I discovered that Paul and Hotch had no marketing survey, no business plan, no budget, no organized strategy for the introduction of the sauce. When asked about this lack of preparation, the haphazard nature of their business, Paul said, 'Me in this business is just part of life's great folly. Stay loose, men, keep 'em off balance.'"

"There are three rules for running a business; fortunately, we don't know any of them."