The Lid is Flat

Consider the design of your shampoo bottle - more specifically, how the lid has been designed. If the lid is flat, it means that once your shampoo is running low, you can keep the bottle upside down and use the remaining bit. But if the lid is curved, then it presents a challenge. You will prop it up against something and extract the remaining, or wait patiently for small bits to fall into your hand every time, or throw away the bottle after some time.

1. Is the feature good for the business? Yes, the sooner you give up, the sooner you are a potential buyer.

2. Is the feature good for the consumer? Probably not, because it reduces convenience of use.

In the shampoo industry, brand loyalty is scarce. About 70% of shampoo consumers would switch brands if their brand was not easily available. All the more reason to eliminate any negative features. But this is an example where a feature is good for business while not being good for the consumer. Easier said than done, but such features need to be minimized to create a popular product. The fewer such features you have, the lesser the disconnect is between the wellness of business and the wellness of the consumer.