Where’s Your Startup In The Supermarket Aisle?

Photo by Peter Bond

Living in a gigantic city like New York where shelf safe is small was a real blessing for me during my college years — going supermarket shopping for myself for the first time felt fun and manageable.

I thought my brain was going to shut down from decision fatigue the first time I stepped into a Safeway. I could not believe the number of options I had to choose from in order to buy a…