When Theo first started its production, the company offered an exotic line of dark and milk chocolate bars and truffles with unusual names like the 3400 Phinney Bar, and Bread & Chocolate. But pitching chocolate to foodies and green consumers didn’t add up to high volume sales. In particular, consumers perceived Theo’s exotic flavors to be off or too funky. To increase product appeal, Theo now offers distinct product lines for two different market segments: a classic line of milk chocolate bars for mainstream customers, and “fantasy flavors” for more adventurous eaters. Appealing to mainstream customers was consistent with Joe Whinney’s belief that everyone should be able to enjoy Theo Chocolate.

Question

1. Describe the personality traits of Theo Chocolate’s founders.

2. What is your perception of CEO Joe Whinney? On what do you base your perception?

3. To what do you attribute Joe Whinney’s success?