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The Ketchup Conundrum

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In the nonfiction novel “What the Dog Saw and other adventures”(2009), particularly in The Ketchup Conundrum, Malcolm Gladwell elucidates that success within the highly competitive ketchup industry bases itself on amplitude, the lack of universals, and familiarity. Gladwell supports these elements by recapping the rags to riches story of Grey Poupon, explaining the Moskowitz theory in which “Howard Moskowitz stood up to the Platonists and said there are no universals”, crediting the success of Heinz to its ability to evenly blend the “five fundamental tastes in the human palate”, and pulling from human’s infantile neophobia to increase the need for familiarity. Concluding with the realization that “ketchup is ketchup”, Gladwell reveals the

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