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Entrepreneurs are ever in search of ways of reducing the number of decisions they make, in part to save brain space for the “big stuff.” Some thought leaders pare down their wardrobe to a standard look (à la Steve Jobs), for example, while others optimize (and not necessarily healthfully) by eating the same thing every day.
A novel take on this efficiency principle came in the form of a Bay Area company that marketed a product called Soylent in 2013. Tired of wasting money and energy on food, one of its founders, Rob Rhinehart, invented a “super sludge” intended to supply
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