I was taking Caleb from school to his soccer game, when I heard a case study in marketing from the backseat.

As I handed him a snack, Caleb asked, “Do you have an apple?”

I said, “Sorry, I only have these other snacks. I didn’t have time to peel an apple today.” 

He loves apples and clearly wanted one.

We had a minute of silence as he munched his snacks and proceeded to say, “Dad, you know what I want in my car when I buy my first one?”

“What?”

“A sink to wash fruits and a peeler to peel them so that I can eat fruits in the car on the way to the soccer game!”

This is how people think. 

They are all segments of one. 

It’s unlikely anyone else would want a car with this feature.

So, be careful about asking people what they want as you plan to build whatever they ask for.