A new café opened near my house not long ago. Their entire menu centered on one item: yuzu-flavored coffee. That was it. The drink itself wasn’t bad. Actually, it was refreshing. But within six months, the café had shut down. The issue wasn’t quality. The issue was that the owners were asking people to want something they’d never asked for. Most folks just wanted a regular latte or cappuccino. Instead, the café tried to convince customers that yuzu coffee was the “next big thing.” That’s one...