Focus groups and product-testing. There is no universal approach to what people like. There is no such thing as the best tomato sauce in the world. Some people like garlic others don’t. You will find clusters of likes and dislikes. So give up trying to build a all-in-one device suitable for every purpose (eierlegende Wollmilchsau German).
Malcolm Gladwell is a staff writer for The New Yorker, and best-selling author ofThe Tipping Point and Blink. In this talk, filmed at TED2004, he explains what every business can learn from spaghetti sauce. (Recorded February 2004 in Monterey, CA. Duration: 18:15)
Malcolm spends a most delightful 18 minutes talking about spaghetti
sauce. Malcolm’s hero here is the reinventor of spaghetti sauce, Howard
Moskowitz. Howard is currently the president of Moskowitz Jacobs Inc.
(MJI, a firm Howard founded in 1981) And Howard was most generous in
sharing some of his research papers in the following areas — Advertising, Direct Mail, General, Packaging, and Product Development.
And here is a list of videos featuring Howard and MJI.
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