Talking About Food

We often tell ourselves that our food choices are practical. We say we eat something because it’s convenient, because it’s affordable, because it’s available. But that’s rarely the full story. Our choices, especially around food, are not just utilitarian.They are deeply identitarian. In other words, we don’t just eat to fuel the body, we eat to express who we are. We’re Not Buying Food. We’re Hiring It. From a Jobs-to-be-Done perspective, food is never just food. It’s a sol

Talking about food should be easy. We all eat. Every day. It’s normal. And yet, the moment someone says, “we should eat better”… things get weird.