Casper didn't just sell mattresses — it sold the idea that buying a mattress was broken, then spent half a billion dollars proving it right about itself. This week we dig into how a company that turned a commodity into a cultural moment got trapped by its own mythology, a murderous retail strategy, and a Wall Street debut that was less IPO and more intervention. If Chobani showed us what happens when a food company grows faster than its infrastructure, Casper shows us what happens when a brand grows faster than its actual business.