❧ Björn Jeffery

I didn’t like cilantro to begin with,” he said. “But I love food, and I ate all kinds of things, and I kept encountering it. My brain must have developed new patterns for cilantro flavor from those experiences, which included pleasure from the other flavors and the sharing with friends and family. That’s how people in cilantro-eating countries experience it every day.” “So I began to like cilantro,” he said. “It can still remind me of soap, but it’s not threatening anymore, so that association fades into the background, and I enjoy its other qualities. On the other hand, if I ate cilantro once and never willingly let it pass my lips again, there wouldn’t have been a chance to reshape that perception.

We reached 4m in December and then 5m on 15 January, with December being by far the best month we’ve ever had,” says chief executive Björn Jeffery.

The reasons brainstorming fails are instructive for other forms of group work, too. People in groups tend to sit back and let others do the work; they instinctively mimic others’ opinions and lose sight of their own; and, often succumb to peer pressure. The Emory University neuroscientist Gregory Berns found that when we take a stance different from the group’s, we activate the amygdala, a small organ in the brain associated with the fear of rejection. Professor Berns calls this “the pain of independence.

#1: Some chick asked me what I would do with 10 million bucks. I told her I’d wonder where the rest of my money went.

Lately, though, there has emerged a third Colbert. This one is a version of the TV-show Colbert, except he doesn’t exist just on screen anymore. He exists in the real world and has begun to meddle in it. In 2008, the old Colbert briefly ran for president, entering the Democratic primary in his native state of South Carolina. (He hadn’t really switched parties, but the filing fee for the Republican primary was too expensive.) In 2010, invited by Representative Zoe Lofgren, he testified before Congress about the problem of illegal-immigrant farmworkers and remarked that “the obvious answer is for all of us to stop eating fruits and vegetables.