Robert’s American gourmet snack foods produced herbal-based snacks such as Spirulina Spirals and St. John’s Wort Tortilla Chips, and now makes Pirate’s Booty baked snacks. According to the company president, “We’re selling like crazy.

We don’t do research. We react as sort of a karma thing.”25 How would you explain the firm’s success? What are the advantages and risks of this approach?