author and publisher.
The Lettuce Principle
Published in Andy's Blog
One night, while reading the USDA Economic Research Service’s Agricultural Outlook for April 2001 (apparently there was nothing on cable that night), I came across the following amazing statistic.
Over a several-year period, the U.S. per capita consumption of Romaine lettuce increased 162%, to the point now where lettuce consumption is at a record high. Why? Largely because we are too damn lazy to even wash our own lettuce anymore.
The convenience of pre-washed, bagged lettuce outweighs the cost. At least in my grocery store, a bag of lettuce is easily three times more expensive than a raw head. Yet we buy the bag anyway, because you can just grab a handful and throw it on your plate.
Moral of the story: it’s got to be easy. It it ain’t easy, people won’t do it. This is a valuable point to keep in mind as we design systems, interfaces, methodologies, and so on. It’s got to be easy.
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