Malcolm uses a great story to expand his point, embracing diversity. People never knew that they liked chunky sauce because it was never an available for them to purchase. We often don’t know what we want because it was never an option for us. Focus groups so often get it wrong because they ask about the status quo.
This concept can transcend to a variety of topics, how do we know which route to choose if we have never even considered it to be an option?
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