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The Egg Theory
The Egg Theory
com
Via Snopes:
(S)ales of [instant] cake mixes flattened
between 1956 and 1960. It was then
that the major food companies sought
to find out why more families werent
using cake mixes and brought about the
circumstances that gave rise to the egg
theory.
Looking for reasons why so many women
who could benefit from cake mixes
seemed to be ignoring them ... Ernest
Dichter [came up with an] analysis in
the course of a study he was carrying
out for General Mills. After interviewing
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Conclusion
We have learned the answers, all
the answers: It is the question that
we do not know.
Archibald MacLeish
We started with this question: What is the
unmet job our clients hire us to do?
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