Why do some Instagrammable consumer goods sell better than more top-quality but less visually appealing products?, Do you think being vegan-friendly is becoming a necessity for consumer brands that want to expand internationally?, What makes a price feel reasonable to consumers, even when the product is clearly exceptional?, Can an atmospheric brand image compensate for average product quality? Why or why not?, Why do some companies fail in an attempt to enter new markets, even when their products are popular at home?, When brands look for a niche, should they focus more on values (e.g. sustainability) or on product features?, What challenges do entrepreneurs face when they run a business that sets high standards but wants to keep prices reasonable?, Should consumer goods companies take cultural differences into account more than price when expanding internationally?, Can focusing on being Instagrammable damage a brand’s long-term reputation for quality?, In what situations does setting high standards increase the risk that a company will fail in its attempt to scale?, How important is it for small brands to look for a niche before trying to expand internationally?, What should a company take into account when deciding whether a product is truly exceptional or just well-marketed?.

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