He says that
- People do not want what they like (or at least they can't explain).
- You should not try to find the one perfect product (spaghetti sauce, Cola, Coffee) - instead you should take into consideration the diversity of people and create several different solutions to serve different groups of people.
The more generic lessons that I learn from it anyway:
- People may have difficulties explaining their desires or needs.
This might be a reason why in bidding or project documents requirements are often specified only in a very vague way. So don't stop asking to clear the situation and do tests with prototypes of your product or service during the project phases.
- You can't create the killer product or killer service. Create a good solution for a specific problem.
Prefer to provide a good service to a specific group of people over the desire to get everybody satisfied.