About the Author: This expert insight was authored by Kevin Hartley, the “Architect of Preference” with over 30 years of experience building billion-dollar brands. As the founder of Green Mountain Energy and former Chief Innovation Officer at Keurig, Kevin is the creator of The Rx of Preference. With 15+ patents and a legacy of $14B in value creation, Kevin specializes in replacing “pleasure-agnostic” strategies with the biology of business.