Years ago, when the Betty Crocker Company first began selling their cake mixes, they offered a product which only needed water. All you had to do was add water to the mix which came in the box, and you would get a perfect, delicious cake every time.

It bombed. No one bought it and the company couldn't understand why, so they commissioned a study which brought back a surprising answer. It seemed that people weren't buying the cake mix because it was too easy. They didn't want to be totally excluded from the work of preparing a cake; they wanted to feel that they were contributing something to it. So, Betty Crocker changed the formula and required the customer to add an e…