Let me tell you a story about failure. Not the sexy Silicon Valley "fail fast" kind. The slow, painful death bya thousand cuts kind that happens when a brand decides to optimize itself into irrelevance. Picture this: we all knew a guy in our teenage years who was popular, had an exciting life and an amazing personality. But years pass and you see him one day and surprisingly his life got extremely boring. He's got no hobby, doesn't like art anymore, talks about work all the time. He's got no energy and feels dull. You wonder what happened to him. You just feel sad and you pass by. That's the story of Maestro, a Tunisian chocolate brand that doesn't have a story anymore. And here's the thing that should terrify every CEO reading this: Maestro did everything "right" according to traditional business strategy, and it's killing them. The Myth of Market Share For years, Maestro established itself as a gourmandise, a gift, a chocolate for a mom...