I have been known to define marketing as “discovering and filling wants and needs.” No one is better at it than McDonald’s. Consider how adeptly they have adapted their menu to evolving demand — all while hanging onto their core. 

Their swift response to the growing high-end drink market is a good example. McDonald’s is now a viable destination for decent coffee, lattes and smoothies. Apologies to connoisseurs who take exception to my describing their coffee as “decent.” 

—Steve Cuno