My challenge, aside from the execution, was explaining to the consumer that it was possible to have fresher flowers and that they would be easier to purchase.
"We've been campaigning for over 15 years for insurance providers to ethically screen their investments," he says, adding: "If the Co-op can explain to consumers the story behind its screening policy and demonstrate to the industry that it's generating additional market share and increased profitability, then other companies will follow".
Michelle Newton, a consumer futurist, explained to the Huffington Post "It's a drug that feeds the ego of the self, the ego of me".
"We're in discussion with the state to create a subacute category, so facilities will be able to explain to consumers clearly and precisely the level of care they are offering," said Ed Stafford, executive director of the industry group.
The other idea — "algorithmic explainability" — would require companies to explain to consumers how their algorithms make decisions.
The electronics industry now has a job to do to explain to consumers what benefits they get from the internet of things and whether they outweigh the dangers.
Instead of talking about kilowatt hours, the energy industry must explain to consumers and regulators how a smart meter will empower them to better manage their energy usage.
And it was easy to explain to consumers why prices had to go up.
To succeed, Rathakrishnan will have to explain to consumers why they should pay more, for less.
In the early decades of the 20th century, for instance, "reason why" ads dominated, long essays explaining to consumers the rationale for buying a product.
