Unless it’s a special night, you’re probably picking chicken because who can afford lobster all the time? Actually, you can since the price of lobster has dropped from $6/lb (1995) to $2/lb (2013) but you would never know it from restaurant or grocery store prices. Because they know that if they drop the prices, the experience (and therefore demand) of eating lobster will diminish, which is counter intuitive as you would think the demand would rise as prices fall.

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What if you had a potential market of 300 million customers who desperately need and want your product or service but your solution is too complex and expensive. Complex because the environment they live in cannot support your solution and expensive because getting your solution to them is not easy.

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