The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .
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Transcript of The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .
![Page 1: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/1.jpg)
The Story of Prego
By Dan Fleckinspired by TED talk from Malcolm Gladwell
http://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce.html
![Page 2: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/2.jpg)
Prego versus Ragu
1980s… Ragu was winning….
![Page 3: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/3.jpg)
Marketing (in the 1980s)
• Focus groups: What do you like?
• Search for the universal answer (like physics)
![Page 4: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/4.jpg)
Enter Howard Moskowitz
• Harvard trained pyschophysicst
• Prego asked him to find out how to beat Ragu
• Spent months in TASTE tests with pasta sauce of all possible variable (tart, sweetness, spiciness, chunkiness, etc…)
![Page 5: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/5.jpg)
The Answer
GROUPING (Market Segmentation)
• 1/3 like regular
• 1/3 of the people like spicy
• 1/3 like chunky
• …. But in 1980 NO ONE made a chunky sauce (because that’s not what was authentic in Italy)
• What is the best sauce overall?
![Page 6: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/6.jpg)
Enter: Prego Thick and Chunky
• Prego creates a line of Thick and Chunky sauces
• Over the next 10 years they make $600m from this line
![Page 7: The Story of Prego By Dan Fleck inspired by TED talk from Malcolm Gladwell .](https://reader036.fdocuments.in/reader036/viewer/2022062304/56649cf45503460f949c2f68/html5/thumbnails/7.jpg)
Lessons for S/W
• Requirements• People can’t say what they want –
iterate/prototype• People can’t tell you what they do – ethnographic
studies
• UI• Different users need different UIs… don’t search
for universal!
• Create Thick and Chunky Interfaces ?