Clay Shirky told the same story in his excellent book `Cognitive Surplus: Creativity and Generosity in a Connected Age` https://witandwisdomofanengineer.blogsp

Clay Shirky told the same story in his excellent book `Cognitive Surplus: Creativity and Generosity in a Connected Age` https://witandwisdomofanengineer.blogspot.com/2010/07/engineering-milkshake-mistakes.html https://witandwisdomofanengineer.blogspot.com/2010/07/engine... TLDR: McDonald's customers buy milkshakes. Marketing people ask customers how they can make milkshakes better... to sell more. They make changes with zero change in sales. A researcher asks people who buy milkshakes: what is the job that the shake fills for you? Why do you "hire" the shake? Answer: early morning commuters want something to eat while driving to work. A shake isn't a good breakfast, but it's quick and easy to buy then consume while driving to work. Satisfying. The point is making a shake "better" won't help anyone! "How can we make it better" is the wrong question!