Nice-to-have

There's a huge gulf between “must-have” and “nice-to-have” products. If you sell a nice-to-have product, no one, not even your best friends, will use it long term. We all focus on must-haves.

While Freightliner said electrification would "make a significant difference" by enabling electric-hauled services directly into the port, Smith observed: "It's a nice-to-have, but we're not in a nice-to-have environment."