It's easy to get trapped wondering what consumers want, and then being frustrated when you can't get what you cook up in front of the people who want to buy it.

It's easy to forget what industry wants.

Supermarkets don't want unbranded fruits and vegetables, because handling is expensive and it's hard to differentiate and charge extra. On the other hand, they love nationally advertised packaged goods, because they bring in shoppers, they have promotional support, they come with shelf allowances (money for shelf space) and new skus can create excitement.

Fashion stores don't want sensible clothes that don't change from year to year. Hard to make a living doing that. They like zingy designer names and ever-changing fashion and fads. That's how they make a living.

Governments don't like buying at retail. They prefer custom stuff from high-touch organizations that can bring them the mountain, instead of the other way around. They'd rather pay 10x for an office supply that's customized just for them, instead of modifying what they want to match what the market sells. It gives them something to do. And all those salespeople! The trips, the bribes, the attention…

Doctors don't like prescribing lifestyle changes or natural cures, because many patients demand a scrip and it's easily defended and it comes with a sales rep.

If the industry can't make money selling what you're selling, why will they help you?

You can view these things as ridiculous peccadilloes. Or you can see them as parts of the system as permanent and as important as the gatekeepers who rely on them.

On the other hand, fall in love with the system and you might forget the end user. And we know how poorly that works.