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...