Create the Medici Effect – HBS Working Knowledge – “This is what I mean when I say that Marcus Samuelsson has low associative barriers. He makes unusual associations outside the field of Swedish cuisine. When Samuelsson thinks of, say, tomatoes, his associations reach further than for most Swedish or European chefs. When I say pesto, he doesn’t think basil; he says dill. If I say tandoori, he doesn’t instantly think chicken; he says smoked salmon. This can go on all day.
“Lingonberry?” I ask.
“Chutney,” he answers.
“Caesar salad?” I suggest.
“Caesar salad soup,” he responds.”