This analyzes Mos Burger's "Kodomos Project," an initiative designed to increase customer traffic by addressing the anxieties of parents with young children when dining out.

The core argument is that the project's success stems from high-resolution customer definition, moving beyond simply targeting "families" to focus on parents who feel anxiety or awkwardness about eating out with kids. It explores how Mos Burger implemented specific services—such as priority seating, book exchanges, and customized food options—to solve these unspoken, latent customer "troubles" and translate fundamental needs (Nees) into concrete solutions (Wants).

This episode uses the Kodomos Project as a case study to illustrate the essence of marketing, which it defines as the activity of intentionally creating reasons for customers to choose one business over competitors.