Walking through his lab a decade ago, he had an epiphany: He envisioned an entire process by which he could feed corn sugar to lactobacilli that would exude ideal, highly concentrated lactic acid.

FORBES: Shucking Petroleum

Results suggested that after three months, the group using the fatty acid made "highly significant improvements" in 12 out of 13 behavioural scales, including three diagnostic ADHD features - inattention, hyperactivity and impulsivity.

BBC: NEWS | UK | England | Oil pills boost pupil brain power

The really wonderful thing about loyalty and engagement assessments is that they correlate very, very, very highly with consumer behavior, which is the true marketplace acid test.

FORBES: The Final Frontier: Customer Expectations