Fordham University had a simple problem. How do you stand out at a packed admissions conference full of high-school counsellors? Their answer was even simpler. They opened a pizza shop. Just over the road from the conference. Free slices, real conversations, no hard sell. Over the course of the event, around 1,000 counsellors came through the door.

What a fantastic idea. Food breaks down barriers, gives people a reason to pause and creates space for relaxed conversation. Instead of competing inside the conference hall, Fordham stepped outside it and gave people something they actually wanted. Sometimes cutting through doesn’t need a bigger message. Just better timing, a good instinct and a hot slice.