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"Obvious", a food brand name for Target

"Obvious"is one of 5 new brands we've named for Target's startup incubator so far in 2016.

. Still a bit stealthy, we can only share what Target and Target's Techstars Incubator has made public as of November 30, 2016, :

It's too soon to share details, but the Obvious team's re-imaging lunches for kids. So, what's it like to immerse yourself in the startup culture? "It's totally different," says Anne Steeves. "I'm used to a big team with very clearly defined roles and responsibilities. Now every day is different and there are many new challenges. I might define brand values one day and test with consumers the next. It's been a journey of lot of listening and getting outside of Target. And I'd credit so much to my Techstars peers, who live and breathe an entrepreneurial mindset. They're always thinking and acting forward, and it's rubbed off.