How to Avoid the Idea of This

There's never one consumer goal or consumer problem for a product. To think that we know that there's only one consumer problem is it's just not right. We've just got to pick which one is the biggest problem. Michelin tyres, if we look at the very highest order benefits, so I love the benefit ladder and I've got a cheat sheet in the strategy finishing school, which is the 24 consumer goals.