A big part of marketing, and of business for that matter, is helping your consumers resolve a want or a need. Yesterday evening I was one such consumer. Let me offer a little background. I live in the outskirts of Minneapolis, where we are in the midst of a massive, multi-year road construction project. I mention this because the construction has transformed some of our most frequently-traveled multi-lane freeways into single-lane roads teaming with disgruntled commuters, myself included. I had finally gotten home from work after sitting in traffic for over an hour when my wife pointed out that our cat, Oliver, was out of food. After suggesting a number of homespun alternatives (sautéed chicken breasts, fresh tuna, oat bran cereal, milk, fasting, etc.), Oliver’s pleading gaze, coupled with my wife’s furled brow, compelled me to head back into the gridlock to secure a bag of cat food.