Our Daily Bread

I read about an instant cake mix that was a big flop. The instructions said all you had to do was add water and bake. The company couldn’t understand why it didn’t sell—until their research discovered that the buying public felt uneasy about a mix that required only water. People thought it was too easy. So the company altered the formula and changed the recipe to call for adding water and an egg to the mix. The idea worked, and sales jumped dramatically.