Episode Details

In 1980, a tiny company from Minnesota did something that shouldn’t have worked. They’d invented the first mass-market liquid hand soap - Softsoap - and it was flying off shelves. But the moment Procter & Gamble and Colgate noticed, the game would be over. So the company’s founder, Robert Taylor, did something audacious - something bordering on mad. In this episode, Toby tells the story of the greatest heist in soap history, unpacks the brilliant strategic principle behind it, and asks the question every estate agent should be asking: what are the pump nozzles in your local market, and how do you corner them before anyone else notices?

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