About this video In this lecture, business owner and professor Gary Hoover discusses the challenges of starting a new business. Weaving wit and anecdotes seamlessly into a thought-provoking lecture, he emphasizes the importance of being fully informed about an industry. He describes how a comprehensive understanding of past businesses can help avoid similar mistakes in the future. While it may not be apparent at first, he explains the benefits of making the best products, and comments on why Target is different from Wal-Mart, and why employees are highly motivated at Whole Foods Market.







