So if you were a product manager who was in charge of an automobile,  what do you think that your #1 concern would be? Do you think that your  customers would care most about how fast your car could go? How about  how many doors it has or the size of its tires? Could it be the sound  system or the built-in navigation system? 

What’s very interesting is  that although all of these items may be important to your car buying  customer, they may not be the one thing that will cause them to buy or  not buy your car. What could that one thing be you ask? 

How about cupholders?