Bain & Co got some panel purchase data from Kantar in the UK. It covered everything from beer to clothes to hotels to jewellery.

And in every category, most people bought from a “repertoire” of brands over the year or so, not just their favorite. You know: a little Cadbury chocolate, but also some Dove, and maybe some Tony’s too. A Coach clutch,but a Burberry one too.

The main finding? If you can choose, CHOOSE PROFITS FIRST. You’re 2.5X more likely to become a star if you begin from a high-profit-low-growth position than from a high-growth-low-profit position.