Susan三叶草 2022年1月14日上午7:19

2022-01-14 07:49:4302:39 13

声音简介

To figure out what job they were hiring that milkshake to do,we came back another morning and stood outside the restaurant so that we could confront these folks as they left, milkshake in hand.As they emerged and, in language that they could understand,we essentially asked each of them, “Excuse me.Can you help me understand what job you are trying to do with that milkshake?”When they'd struggle to answer this question,we'd help them by asking,"Well,think about the last time you were in this same situation,needing to get the same job done- but you didn't come here to hire that milkshake. What did you hire?" The answers were enlightening: Bananas. Doughnuts. Bagels. Candy bars. But the milkshake was clearly their favorite.
As we put all the answers together,it became clear that the early-morning customers all had the same job to do: they had a long and boring ride to work.They needed something to do while driving to keep the commute interesting.They weren't really hungry yet,but they knew that in a couple of hours, they'd face a mid-morning stomach rumbling.“What else do I hire to do this job?”one mused.“I hire bananas sometimes.But take my word for it: don't do bananas.They are gone too quickly—and you'll be hungry again by mid-morning.”Some people complained that doughnuts were too crumbly and left their fingers sticky,making a mess on their clothes and the steering wheel as they tried to eat and drive. A common com- plaint about hiring bagels for this job was that they were dry and tasteless— forcing people to drive their cars with their knees while they spread cream cheese and jam on the bagels.Another commuter used our language and confessed,“One time I hired a Snickers bar.But I felt so guilty about eating candy for breakfast that I never did it again.”/
为了弄清楚他们雇佣奶昔做什么工作，另一个早上，我们又回到餐馆，站在外面，这样我们就可以在这些人手里拿着奶昔离开时，面对面地问他们问题。面对每个人，我们都用他们能理解的语言问:“对不起。你能说说你想用那个奶昔做什么吗？”当他们很难回答这个问题时，我们接着问下面的问题帮助他们“好吧，想想你上一次遇到同样的情况，需要做同样的事情——但你不是来这里雇奶昔的。你雇了什么？”答案很有启发性:香蕉，甜甜圈，百吉饼，糖果棒。但是奶昔显然是他们的最爱。
当我们把所有的答案放在一起时，很明显，清晨的顾客都有同样的情况:他们上班的途中漫长而无聊。他们需要在开车时做点什么来保持通勤的趣味性。他们还没有真的饿，但他们知道，几个小时后，他们将面临一个问题：上午肚子就咕咕叫。“我还能雇什么来解决这个问题？”一个人若有所思地自语，“我有时雇香蕉。但请相信我的话:不要雇香蕉。它们消化得太快了——到上午10点左右，你又会感到饥饿。”一些人抱怨说，甜甜圈太脆了，吃后手指粘糊糊的，一边吃甜甜圈一边开车时，还会把衣服和方向盘弄得一团糟。雇佣百吉饼常见的抱怨是，它们干燥无味——而且要在百吉饼上涂奶油奶酪和果酱时，他们得用膝盖开车。另一个通勤者用我们的语言坦白说:“有一次我雇了一个士力架棒。但我对早餐吃糖果感到非常内疚，以至于我再也没有这样做过。”

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