Key finding

“Much of business is marketing"

"I opened up the DC Central Kitchen on January 20th, 1989, which was George Bush Sr’s inauguration. I called up the inauguration committee and said, ‘Hey, you're gonna have these big parties, you'll have tons of leftover food. Let's do each other a favour that makes you look good. I've got a new refrigerated truck, let's do business.’ ...we had media from around the world wanting to cover food going through the inauguration celebrations to a kitchen and feeding people the next day. And that set the framework for the kitchen as being an open source business that would constantly innovate, but also share whatever we came up with.”