5. Supermarkets' secret techniques to make us spend more (marketing, contests, etc.)

Thank you to Richard Caillat and Didier Chabassieu for appearing on *Legend*. As executives at HighCo—a company specializing in communications and promotional marketing for major corporations—they joined us to share the story of how they met, the choices and sacrifices they had to make, and both their entrepreneurial failures and successes. We also discussed the secrets behind prize competitions.