I first discovered this concept in Clay Shirky's book "Cognitive Surplus" - where Shirky applied the expression "Milkshake problems" to describe the mistake created by the first current market scientists. It is a basic insight that goes to the guts of finding unmet desires and new product or service http://simonyzaay.blogpostie.com/18150257/the-single-best-strategy-to-use-for-hire-someone-for-case-study-solution