This is a classic on the internet, but still worth paying attention to. Malcolm Gladwell, the best selling author of the tipping point, Blink! and Outliers was invited to give a TED talk in 2004. He started out by saying he thought of talking about his latest book, but instead choose to talk about his personal hero. An that is dr.Howard Moskowitz. Moskowitz claim to fame came when he reinvented spaghetti sauce. ...Actually, he discovered a major flaw in thinking about product development and the first product in which he successfully fixed the flaw was spaghetti sauce. What happened? In the late 70 Pepsi came to his office asking him to determine the sweetspot ( the right amount of aspartame, an artificial sweetener) for their new product Pepsi Cola.After extensive testing, by asking thousands of people to test samples, the results were a mess. No nice bell curve, but the dots were scattered across the board. For years and years, he tried to figure out what went wrong. Where was the flaw? Finally, he figured out that Pepsi had asked him the wrong question. The question was : develop the right Pepsi (single) and it should have been : develop the right Pepsi's (plural). Just watch and learn from this beautiful lecture. Everything starts with asking the right question(s).
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