How Matters

Ben Yagoda comments on Dov Seidman claim to own the word "how" when used as a noun . Seidman, an author and management consultant, wrote a book entitled How: Why How We Do Anything Means Everything (2011). One of his consulting clients was an advertising agency who later created an expensive ad campaign for Chobani yogurt, based around the slogan "How Matters." Seidman is claiming ownership of the concept of "how" having value.

-DD