​Growing up, our mom was a great host. When you came to visit, she was sure to feed you. It wasn't about hunger; it was about hospitality. That carried over to when we visited others, cake in-hand. That was our way of sharing and creating a connection. We would laugh and say she had an “Entermann’s” gene (the coffee cake maker). In marketing and comms, too, it's about building that connection and relationship; that first bit of hospitality, from a cookie or a handshake.