Meeting customer expectations is a critical rule of marketing, and products that depart from the norm often fare poorly, writes Debra Kaye of the consulting firm Lucule. She tells a story about a child and her father who sell sour lemonade because they think people consume too much sugar. "Most of us have made the same mistake this dad made," she writes. "We come up with ideas we think are 'good for' the consumer or that they 'should' want, without taking into consideration what they actually already want, expect, and do on a daily basis."

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