86. Toothpaste

A new thrill ride can cost an amusement park $20 million or more — but roller coasters attract customers like nothing else. Zachary Crockett must be at least this tall to host this episode. SOURCES:Korey Kiepert, engineer and partner at The Gravity Group.Dennis Spiegel, owner and founder of International Theme Park Services. RESOURCES:"These two amusement park giants just merged. Rollercoaster fans are nervous," by Nathaniel Meyersohn (CNN, 2024)."1,000-foot-tall roller coaster may soon be a reality," by Brady MacDonald (Seattle Times, 2024)."A Century of Screams: The History of the Roller Coaster," (PBS)."The Business of Building Roller Coasters," by Zachary Crockett (Priceonomics, 2014).Roller Coaster Census Report.The Gravity Group. EXTRAS:"January 1884: First U.S. Patent for a Roller Coaster," by LaMarcus Thompson (Advancing Physics, 2004).American Coaster Enthusiasts. 

It takes a highly skilled stenographer — and some specialized equipment — to transcribe TV dialogue in real time at 300 words per minute. Will A.I. rewrite the script? Zachary Crockett tries to keep up. SOURCES:Doug Karlovits, general manager at Verbit.Katie Ryan, live steno captioner at Verbit. RESOURCES:"The Long Case for Machine Shorthand," by Sam Corbin (New York Times, 2024)."Caption This: Why Subtitling Is Big Business Amid the Content Boom," by Kirsten Chuba (The Hollywood Reporter, 2023)."Everyone Watches TV with Subtitles Now. How’d That Happen?" by Wilson Chapman (IndieWire, 2023)."When is Captioning Required?" (National Association of the Deaf).

The ability to get into any home, car, or safe can be lucrative — but fixing locks is a tough business. Zachary Crockett gets the key information. SOURCES:Wayne Winton, owner of Tri-County Locksmith Service.Philip Mortillaro Sr., co-owner of Greenwich Locksmiths.Philip Mortillaro Jr., co-owner of Greenwich Locksmiths. RESOURCES:"Tools of the Trade," by Tim O'Leary (Locksmith Ledger International, 2022)."KeyMe Plans To Use New $35 Million Funding Round To Build 10,000+ Retail Locations," by Marley Coyne (Forbes, 2020).Tri-County Locksmith Service.Greenwich Locksmiths. EXTRAS:LockPickingLawyer Youtube Channel. 

Those tiny treats that predict your future may come free at the end of a Chinese meal, but they’re big business (and not Chinese). Zachary Crockett will go on a long journey. SOURCES: Jennifer 8. Lee, documentarian and author of The Fortune Cookie Chronicles.Norman Wong, C.E.O. of Wonton Food. RESOURCES: "Canadian Influencer’s Amazement at Absence of Fortune Cookies in China Restaurants Triggers Amusing Online Discussion About Origins of Snack," by Yating Yang (South China Morning Post, 2024)."Fortune Cookies: They’re Japan’s Best-Kept Secret!" by Thalia Harris (Sakuraco, 2023)."What I Learned Eating at 8,000 Chinese Restaurants," by Zhaoyin Feng (BBC News, 2021).The Fortune Cookie Chronicles, by Jennifer 8. Lee (2008)."Lottery Winners Find Good Fortune in Cookies," (NBC News, 2005). EXTRAS: "Girl Scout Cookies," by The Economics of Everyday Things (2023).

When you hit the slopes, you might not be thinking about water rights, controlled avalanches, and liability insurance — but someone has to. Zachary Crockett shreds the pow.  SOURCES:Andrew Gast, general manager of Mt. Ashland Ski Area.Rob Goodell, chief operating officer at Loveland Ski Area. RESOURCES:"State of the U.S. Ski Industry" (National Ski Areas Association, 2024)."U.S. Ski Resorts in Operation During 2023/24 Season" (National Ski Areas Association, 2024)."Snowmaking 101" (Snow State).Loveland Ski Area.Mt. Ashland Ski Area. EXTRAS:"What it Takes to Run a Nonprofit Ski Hill," by Lily Ritter (Ski, 2020).

We reach for it twice a day — without thinking about the decades of research and engineering that went into that squeezable tube of minty goo. Zachary Crockett extracts the last bit. SOURCES:Stephan Habif, chief technology officer at Colgate-Palmolive.Sergio Leite, global head of Oral Care R&D at Colgate-Palmolive.Peter Miskell, professor of international business history at the University of Reading. EXTRAS:"History of Toothpaste" (Delta Dental of Arkansas, 2019)."Cavity Protection or Cosmetic Perfection? Innovation and Marketing of Toothpaste Brands in the United States and Western Europe, 1955–1985," by Peter Miskell (Business History Review, 2011). RESOURCES:"9,000-Year-Old Dentistry," by WIRED Staff (WIRED, 2006).

When a Fortune 500 company needs a new leader, it turns to a well-connected headhunter who assesses candidates with psychological tests and mock TV interviews. Zachary Crockett activates his network.   SOURCES:Julian Ha, partner at the executive recruiting firm Heidrick & Struggles.Jane Stevenson, global vice chair of board and CEO services at Korn Ferry. RESOURCES:"The Transformation of the CEO," by Stephen Langton, Rusty O'Kelley, Laura Sanderson, and Sean Roberts (Russell Reynolds Associates, 2024)."Executive Paywatch" (AFL-CIO, 2023)."Diversity matters even more: The case for holistic impact," by Dame Vivian Hunt, Sundiatu Dixon-Fyle, Celia Huber, María del Mar Martínez Márquez, Sara Prince, and Ashley Thomas (McKinsey & Company, 2023)."CEO Tenure Rates," by Joyce Chen (Harvard Law School Forum on Corporate Governenance, 2023)."Best Industries to Recruit for in the US" (Precision Global Consulting).

Security guards make malls feel safer, but what can they do when there’s trouble? Zachary Crockett observes and reports. SOURCES:Gus Parsons, mall cop in the San Diego area.David Levenberg, owner of Center Security Services. RESOURCES:"Mall of America's security team will start using facial recognition software as part of safety plan," by Derek James (CBS News, 2024)."The Problems Inside North America’s Largest Security Firm—and Third-Biggest Employer," by Alana Semuels (Time, 2023)."Malls Work on Their Security, but Keep It in the Background," by Ronda Kaysen (New York Times, 2013).Center Security Services. EXTRAS:"NYPD subway robot, Knightscope, gets sacked after two-month pilot program," by Vineet Josan (The Ticker, 2024)."The State of the American Mall," by Sapna Maheshwari (New York Times, 2021). 

How do TV producers decide how much money to give away? A little psychology and a lot of math. Zachary Crockett phones a friend. SOURCES:Bowen Kerins, math teacher and former contestant on Who Wants to Be A Millionaire.Arthur Smith, CEO of A. Smith & Co. Productions and author of "Reach: Hard Lessons and Learned Truths from a Lifetime in Television."Aaron Solomon, television producer. RESOURCES:"‘The Price Is Right’ Celebrates 10,000 Episodes With Extra Big Wins for Contestants That Top Off at $100,000!" by Rosemary Rossi (Variety, 2025)."Why haven’t more game show prizes been adjusted for inflation?" by Janet Nguyen (Marketplace, 2023)."Deal or No Deal? Decision Making under Risk in a Large-Payoff Game Show," by Thierry Post, Martijn J. van den Assem, Guido Baltussen, and Richard Thaler (American Economic Review, 2008)."Why Game Shows Have Economists Glued to Their TVs," by Charles Florelle (Wall Street Journal, 2006). EXTRAS:"Bowen Kerins on Who Wants to Be a Millionaire" (2000).

A fast-food burger has to taste the same — and cost the same — thousands of times a day at restaurants across the country. Zachary Crockett mans the fryer. SOURCES:John Karangis, vice president of culinary innovation at Shake Shack.Walter Zuromski, owner and chief culinary officer of the Chef Services Group. RESOURCES:"How Shake Shack’s New Test Kitchen Is Shaping the Future of the Brand," by Stefanie Tuder (Eater, 2018). EXTRAS:"Truffles," by The Economics of Everyday Things (2023).