In this series (Plausible/Impossible) I will explore the cognitive, organizational and strategic barriers to creating breakthrough value — Companies are consumed by their consumers. Worldwide, firms strive to understand them ($47.3b a year on market research), to give them choice (250,000+ new products every year) and to communicate with them ($628.63b a year on advertising).(1) Despite these efforts, companies rarely surprise and delight their customers. Of the 250,000+…