Why 3.8 million people did Lay's work for free

In 2012, Lay's asked everyone for a flavor idea, and nearly 3.8 million people sent one. Lay's made three, over a million people voted, and Cheesy Garlic Bread won. It came from Karen Weber-Mendham, a Wisconsin mom of three whose family always ordered it when they went out for pizza. She won a million dollars.

Why would that many people do a chip company's work for free? The Ben Franklin effect. In a 1969 experiment, students asked to do a researcher a favor ended up liking him more than students who weren't asked.

Ask your customers for help they'd enjoy giving. Once they've helped, they like you more, care how it turns out, and tell people.

Be the obvious choice, not another copy.