The HubSpot incident where the finance team showed berry consumption growing exponentially against headcount. Leadership replaced fresh berries with a smoothie bar — smoothies named after customers. Within hours, a Slack channel erupted with complaints, demands for a town hall, and debates about fiber content. Katie Burke wrote a company-wide note: if you spent 45 minutes complaining about berries, you clearly don't have enough work to do. Became her teaching moment about separating substantive feedback ("protein") from noise about perks ("sugar"), and identifying Frequent Flyers.