Yeah, most of the article is direct quotes from his book 'Competing against luck'. I felt he tells it in an amazing way, so no need to ruin that :)

Clay Shirky told the same story in his excellent book `Cognitive Surplus: Creativity and Generosity in a Connected Age`

https://witandwisdomofanengineer.blogspot.com/2010/07/engine...

TLDR: McDonald's customers buy milkshakes. Marketing people ask customers how they can make milkshakes better... to sell more. They make changes with zero change in sales.

A researcher asks people who buy milkshakes: what is the job that the shake fills for you? Why do you "hire" the shake?

Answer: early morning commuters want something to eat while driving to work. A shake isn't a good breakfast, but it's quick and easy to buy then consume while driving to work. Satisfying.

The point is making a shake "better" won't help anyone! "How can we make it better" is the wrong question!

Making it easier to drink on the road, easier to buy, etc. would make it better for this use case. So "better" is contextual.