I was recently discussing lunch with a friend and colleague. This guy happened to have worked for a few years at one of the world's top strategy consulting firms (hint: look at the title of the post). I had actually finished my lunch in a few minutes and he was surprised. He asked me what I had for lunch.

"Vegetables with chapatis", I answered.

"Wow!", he exclaimed.

For a moment, I wondered, what was so "wow" about a chapati? It was almost like I said something like "Roasted pepper and asparagus marinated in Raspberry vinaigrette"! Never before has the humble chapati been the subject of such a "wow".

There was more to come, however.

He went on to ask me if I had chapatis for lunch everyday.

"No", I said. "Sometimes I have rice."

"Awesome!", he responded!!

... http://www.kamaldshah.com/2010/11/mckinsey-chapati.html