2min chapter

ReThinking cover image

Whole Foods founder John Mackey doesn’t follow business plans

ReThinking

CHAPTER

How to Shape Consumer Preferences

Uber CEO Travis Kalanick: Customers aren't good at envisioning solutions. What they are good at is identifying problems and telling you what their existing sources of pain are, he says. "You shape preferences by understanding what's possible that's kind of disruptive or transformative"

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