Marketing Lesson from WI: White Butter vs. Yellow Butter

At dinner at Bravo Italian Restaurant in WI with my cousins last night, my cousin David, a CPA, told me a story that has a hidden marketing lesson. Seems when WI farmers make butter, it comes out white. Now, WI being the dairy capital of the heartland, they kept it white. But people, wanting it yellow, would drive across the WI state line to Illinois to buy yellow dye, then bring it back over the state line. They'd coat it yellow, so their families had what they wanted.

Moral: give your customers, clients, and prospects what they want, not necessarily what they need.

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