By LAUREN SHOCKEY , NYTimes Magazine

| November 10, 2010, 9:23 am |

You’ve got to have a hard sell and catchy slogan if you’re a bottled water company trying to introduce your product in New York City, which is reputed to have some of the best tap water in the world. After all, this is a place where people have tried to actually bottle the tap water. Sometimes, though, a straightforward approach is best. And so the entrepreneur Benjamin Gott named his company Boxed Water Is Better.
Read the full essay: http://tmagazine.blogs.nytimes.com/2010/11/10/now-drinking-boxed-water-is-better/

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