Try selling a car with no cup holders to a family with kids. Imagine an automobile manufacturer thinking they're only in the business of providing transportation and therefore need not concern themselves with cup holders. It's not about the cup holder in and of itself, it's about the means to alleviate a challenge that appears while using your product. Whatever your product or service, are there seemingly extraneous but essential utilities that your customers expect from you? Furthermore, are there utilities that they don't yet expect from existing products that you could introduce? Cars didn't always come with pre-installed cup holders. But now that they do, it's expected.
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