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    TREATING A WATER BOTTLE LIKE ART

    by KIMBERLY WEISUL Jun 01, 2017 3 minutes
    PLANNED OBSOLESCENCE S’well continuously unveils new bottle designs, and then pulls the plug on others, creating a sense of scarcity among consumers, who behave more like collectors.

    WHEN S’WELL FOUNDER Sarah Kauss locked in a distribution deal with Target, her first reflex was to make sure someone on her team actually toiled through the vendor’s phone book–size guide for new partners. It’s not all that surprising, considering Kauss began her career as a CPA at Ernst & Young and then got her MBA at Harvard Business School. “I’m so organized, it drives everyone nuts,” says Kauss. “Really, I’m a recovering accountant.”

    Most recovering accountants aren’t known for

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