Olsen's framing for why product design has to start from the customer, not the solution: the product is the "bait," and the target customer is the "fish" you're trying to catch. Research exists to match the bait to the fish you actually want — not to justify a bait you've already decided to make.
Use it with stakeholders who want to skip customer research: ask which fish the team is trying to catch, and whether this bait actually works on them. It reframes solution-first thinking (see Problem Space vs. Solution Space and Solution Pollution) as fishing with the wrong bait in the wrong pond.