Every grocer has to decide: when packing a quart of strawberries, should your people put the best ones on top?
If you do, you'll sell more and disappoint people when they get to the moldy ones on the bottom.
Or, perhaps you could put the moldy ones on top, and pleasantly surprise the few that buy.
Or, you could rationalize that everyone expects a little hype, and they'll get over it.
A local grocer turned the problem upside down: He got rid of the boxes and just put out a pile of strawberries. People picked their own. He charged more, sold more and made everyone happier.
Hype might not be your best option.
Read more inspiration from Seth Godin in our Clubhouse.