103 Creating a Customer Journey with Mike Lackman, CEO of Trade Coffee
Well Made
00:00
The Crumple Zone on Your Car. That's the Part That Matters.
I wouldn't be surprised if this has turned into urban legend, but I was always told the story about sunships. They were trying to come out with a biodegradable bag for their chips. The bags are marginally noisier than the current opponent. And the whole thing totally fails. So, you actually really delicate with just how far you can push a consumer's ability to compromise in order to solve one of these things. It's like the crumple zone on your car. Like you survived. That's the part that matters.
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