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There’s an oddly specific frustration to opening a Laffy Taffy Mini Bar. Its thin wrapper shreds a little too easily and tends to stick to the candy like tape. Finally, the maker behind the candy says it’s found a fix. @felisha_bubby Laffy taffy opening instructions #fyp #foryou #laffytaffy original sound – felisha_bubby Ferrara Candy Co., the Illinois-based confectioner behind Laffy Taffy and other popular sweets, including Nerds, Jelly Belly, and Red Hots, admits that for years customers have wanted better wrappers for the fruit-flavored taffy, and in response, the company tested more than 10 film options. The team behind the redesign won’t share technical information on how the new material was formulated, calling it “proprietary,” but they claim to have developed a “material orientation” that reduces the amount of shredding. “The new wrappers are made from new materials that create a smooth, one-pull opening,” Tricia Asbridge, Laffy Taffy brand manager, tells Fast Company in an email. [Photo: courtesy Laffy Taffy] The challenge in wrapping any taffy, including when you make it at home, is how sticky the candy is from its high sugar and moisture content. The trick usually suggested online is refrigeration. For Laffy Taffy, however, the trick is in the unwrapping technique: Thus the new wrappers include updated language on the back seal that says exactly where to pull to open them. “The process involved evaluating the existing wrapper, assessing alternative films, running trials, and testing the performance of new wrapper options compared to the existing wrappers,” Asbridge says. “At one point the brand tested over 10 different film options between the different variables under consideration in order to find the best solution.” Laffy Taffy wrappers are known for their dad jokes, and the new, improved wrappers will feature new crowd-sourced humor. The company ran a joke hotline, the “Laff Line,” where callers could submit jokes that could end up on a Laffy Taffy Mini Bar wrapper. Ferrara says the top 100 jokes, as judged on “humor, originality, creativity, and relevance to brand values,” like “multigenerational humor” and “being tastefully inclusive,” will be used, and winners will receive a custom bag of first-look candies. The packaging update comes at a time of expansion for Ferrara. In July, its European holding company announced it had entered into exclusive discussions to acquire the French candy company CPK Group, which has a portfolio of more than 30 brands. Meanwhile, it reports that sales of its Nerds Gummy Clusters have overtaken Mars Wrigleys Skittles to become the top sugar confection on the market. By improving the wrapper for its taffy brand, Ferrara could see its market share of the candy aisle grow even more.
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E-Commerce
I once coached a VP leading a digital transformation across three continents. She had no formal authority over the teams she needed to engage, just a high-stakes mandate and a tight timeline. Her initial meetings landed with silence. No one pushed back, but no one leaned in, either. It wasnt until she shifted how she communicatednot what she said, but howthat momentum started to build. In environments defined by complexity and change, influence matters more than hierarchy. Yet many leaders still lean on outdated methods: top-down messaging, overreliance on data, or blanket statements designed to cascade through an organization. These tactics often create distance rather than buy-in. Persuasive communication isnt about being charismatic or loud; its about being clear, empathetic, and purpose-driven. Its how todays most effective leaders gain trust, align teams, and turn strategies into reality. Ive worked with hundreds of executives across industries and fully recognize it as a defining skill for modern leadership. Here are the core communication moves that leaders can use to influence without authority and create real traction in the process. CUT THROUGH RESISTANCE BY SPEAKING WITH SURGICAL CLARITY Ambiguity slows everything down. When leaders speak in broad terms or use fuzzy language, teams are left to interpret intentand that interpretation is rarely aligned. Leaders should drop the jargon and focus on making their desired outcomes crystal clear. One of my clients, a senior director in a global logistics company, struggled to mobilize cross-functional teams around a new initiative. The turning point came when she swapped dense PowerPoints for simple statements: Heres what were doing, heres why it matters, and heres how success will look. She gave examples that people understood, guidance that was actionable and illustrations of what great looked like. Once her message was clear, resistance dropped. People finally knew how to contribute. The lesson: Get specific. Lead with the desired outcome. Use language thats easy to repeat and hard to misinterpret. Clarity always connects better than complexity. LISTEN FIRST, THEN INFLUENCE THROUGH EMPATHY Most persuasion starts with a question, not a statement. Leaders who take time to understand what their teams care aboutwhat worries them, and what motivates themcommunicate more effectively because theyre speaking into real concerns. I worked with a COO frustrated by employee reluctance to adopt a new tool. Through guided interviews, the executive discovered a key blocker: The tool wasnt the issue. Fear of being replaced was. After acknowledging this fear directly and repositioning the tool as a support system rather than a threat, adoption rates soared. Influence doesnt mean glossing over concerns. It means addressing them directly and showing that youve listened deeply enough to know what really matters. CONNECT TO PURPOSE TO ACTIVATE ENGAGEMENT Facts may inform, but purpose moves people. When communication is tethered to values, it shifts from transactional to transformational. Effective leaders anchor change initiatives in a clear sense of mission, turning lifeless strategy into purpose-driven momentum. People dont want another strategy deck. They want to know how the work connects to something meaningful. How does this initiative matter to those doing the work, the end-user customers or even society? One executive I coached started sharing short stories at all-hands meetings about how their product impacted real customers. He led his conversation with how many women would live a better life instead of how many implants or how much revenue they were going to drive. It changed the room. People stopped nodding politely and started volunteering ideas. To influence at scale, anchor messages in something bigger than tasks. Link them to identity, mission, and shared goals. Listen to your own airtime and analyze the words you use and give value to. Are you asking how many deals did we close? or did you ask how many new customers are we helping? As a leader your words will echo what is considered most critical. REINFORCE THROUGH RITUALS AND REPETITION One messageeven when delivered perfectlyrarely sticks. Leaders who drive change build rhythms that reinforce key ideas over time. Repetition isnt redundancy; its strategy. I recently helped a leadership team rolling out a cultural reset develop a ritual where every meeting began with a one-minute reflection tied to company values. Over time, the repetition turned abstract values into lived behaviors. It wasnt about big speeches. It was about building cues into the system. It is not only about sharing a message broadly, but consistently weaving in what matters and why into unilateral communications, during a conversation, email, or messagerelevant to the context of that exchange of course. Ask yourself: Whats your team hearing consistently during one-on-ones, company meetings, performance report, updates, etc.? How can you use existing forumsstand-ups, all-hands, Slack messagesto echo the most important themes? ADAPT YOUR MESSAGE TO MATCH YOUR AUDIENCE Even strong communicators fall into the trap of broadcasting the same message to every stakeholder. But influence depends on relevance. What matters to a front-line manager may not resonate with the executive suite. My advice: Tailor your tone, format, and focus. One client, preparing to announce a restructuring, created two distinct narratives: one for employees concerned about role clarity, and another for partners needing strategic context. The shift didnt just ease the transition; it boosted trust across the board. Effective communication doesnt come from communicating louder or repeating yourself. It comes from reframing your message so others can truly hear it.
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E-Commerce
My day job is a design educator, so for me, this time of year is filled with writing syllabi, planning new classes, and thinking about what the next generation of designers might need to know as they enter an ever-changing field. To do this, I look for the designers, the writers, and the thinkers who challenge my understanding of design and force me to think about what we do in new ways. Thankfully, there’s been a handful of new books to come out over the last few months that do just that. As we head back to school, the books included here look back and look forward, asking big questions about how we use design today and how we might approach this moment in more thoughtful, considered ways. [Cover Image: Macmillan] Could Should Might Don’t by Nick Foster When you imagine the future, what does it look like? Chances are, when you picture the future, you picture radical architecture, flying cars, walking robotsa world aglow in blues and purples. When we imagine the future, we often imagine images made by other people and those images have become strangely homogenized. Nick Foster, a self-described “reluctant futurist” and the former design director of Google X, the tech giant’s “moonshot ideas factory,” thinks this is a problem. In his fascinating new book, he probes how we imagine the future and who has a stake in that future, making the case for a more rigorous, thoughtful, and provocative way to think about the future and how we get there. Both a guidebook for thinking about the future and a framework for interrogating the futures presented to us, Foster’s easy prose makes it simple for anyone to be a part of the conversation about the futures we want. [Cover Image: Inventory Press] A *Co-*Program for Graphic Design by David Reinfurt Built around three courses graphic designer David Reinfurt taught and developed at Princeton University over the last decade, this book blends theoretical ideas and practical knowledge about what it means to be a graphic designer today. Jumping back and forth through design history, moving across formats and mediums, and inviting a range of voices to participate in the conversation, Reinfurt shows that graphic design continues to be an expansive, ever-shifting space in which to think about ideas and how they move through the world. [Cover Image: MIT Press] Not Here, Not Now by Anthony Dunne and Fiona Raby In 2013, designers Anthony Dunne and Fiona Raby released Speculative Everything, a now-canonical text on using design not to create things but ideas. The book has had an enduring impact on the fields of speculative design, design fiction, and critical design and continues to be a foundational text for design students. Dunne & Raby are back with a new book, Not Here, Not Now, that builds upon the ideas they introduced a decade ago. This new book proposes that we approach design not as a “solution” but as a “proposal” for new ways of thinking. Structured as a travelogue of ideas that journeys across science, philosophy, and literature, Dunne and Raby once again explore design’s role in a world where reality itself is called into question. [Cover Image: Hachette] The Invention of Design by Maggie Gram Reading Maggie Gram’s excellent new book, The Invention of Design, I couldn’t help but wonder how a book like this didn’t exist before. Over the last century design has moved from aesthetics to function, from the art department to the corporate boardroom. How did we get here? Gram, a designer and historian, charts this history, showing how our understanding of design has evolved over the last century, from design as decoration to the rise of design as problem solving, centering the figures who helped make design central to every area of our lives. But this is not a hagiography: as Gram chronicles design’s rise, she also interrogates its limits, noting where i’s fallen short of its goals and highlights the unintended consequences of design gone too far. [Cover Image: Verso] Medium Hot: Images in the Age of Heat by Hito Steyerl Over the last decade, I’m not sure anyone has written more provocatively and insightfully on how images (and how they circulate) shape our understanding of the world than German video artist and theorist Hito Steyerl. This new book is a collection of essays that explore the intersection and influence of artificial intelligence and climate change on the creation of images. From data-driven art to blockchain aesthetics, Steyerl mines our current moment to trace the overlap of politics, economics, and technology and how they structure what we see when we look out at the world.
Category:
E-Commerce
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