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because it doesn't have to end like this at all, with or without corona. A pity also for us as (potential) clients. It's a pity especially for the people who run them, the ones I met at home and abroad, all creatively driven people, of all ages and who stepped in this business for various reasons. Too bad because they gave color to parties, congresses, conferences or just to a meeting place in town or city where they regularly turned up. At least that's the tenor of the story in De Tijd. Many hip food trucks seem to die a painful death. Why, and what that has to do with business transformation, that's what my article (or is it a manifesto) is about. Unfortunately, title and content are limited to the dry conclusion that a hype is as good as extinct. Something like that could have been the title of the article in De Tijd (see link below - in Dutch).