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A grocery store owner was stocking up his fridges with Pepsi products when he noticed a new logo on some of the sodas. When he took a closer look, he immediately pulled the products off the shelves and informed his customers he would not be selling them due to the “offensive” message.

For Phillip Stewart, connecting with customers can mean the difference between making a living and bankruptcy. Every business decision he makes will potentially earn the Georgian entrepreneur a profit or cause him to take a loss, possibly even a devasting hit if he’s not careful.