Uncover the secrets to creating hit products before your customers even know they want them with “Selling Blue Elephants” by Howard R. Moskowitz and Alex Gofman. This isn’t about incremental improvements; it’s about *radical* innovation. Moskowitz, a pioneer in applying psychophysics to product development (and notably behind Prego’s extra-chunky success), teams with Gofman to introduce Rule Developing Experimentation (RDE). RDE moves beyond traditional focus groups to systematically uncover hidden consumer preferences. Learn how to design products, messaging, and experiences that deeply resonate. Through case studies from leading companies and practical frameworks, this book empowers you to bypass conventional market research limitations and tap into unmet needs, transforming your product development and marketing strategies. Gain the edge to anticipate future trends and create truly breakthrough products. This book shows you how to create shareholder value by being at the top of your game.
Selling Blue Elephants: How to make great products that people want BEFORE they even know they want them .
22,16 $
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Can you remember the world before the iPod? How about the world before chunky tomato sauce or brown mustard? Many of these products came about not through focus groups and polling, but rather through research and development labs and marketers developing the products they knew customers would want, before customers knew they wanted them. Today your customers can actually help you create your next product. Rule Developing Experimentation (RDE) is a solution-oriented learning experience. RDE is the systematized process of designing, testing and modifying alternative ideas, packages, products, or services in a disciplined way so that the developer and marketer discover what appeals to the customer, even if the customer can’t articulate the need, much less the solution. The book begins by presenting best practices in the RDE from some of today’s top companies: HP, Prego, Vlasic, and Mastercard. It then goes on to examine RDEs use in innovation and design, and goes on to examine its possible uses in the international, political, bioinformatics, and finance areas. Filled with real-life stories, this book will change the way people think about selling to their present and future customers.
Everyone thinks they need to break rules, but Moskowitz and Gofman skillfully show us how to develop and use the rules to define new perspectives and make better business decisions in virtually any field. An absolute must-read for any businessperson facing fierce competition!
Sean Bauld, Executive Vice President, Global Head of Marketing, Sales & Trading, Reuters
Over the last 15 years significant shareholder value has been destroyed by insightful and creative marketers resulting in the shocking statistic that more than 90% of launches and re-launches do fail. Moskowitz and Gofman are serious geniuses who have dedicated their work to help all of us increase our chances of success significantly. RDE is a new tool that all marketers should acquire if they love their profession and are serious about creating shareholder value out of every launch.
Tex Gunning, Group Vice President, Unilever Asia
In a series of well-written and engaging examples, Moskowitz and Gofman vividly illustrate the value of a truly scientific approach to understanding what consumers really want. But more than that, they show how experimentation is not only the spice of life, but can spice up all of our lives.
This book is as much fun to read as it is informative, and it is as deeply rooted in psychology as it is in the science of marketing. They really deliver the goods!
Professor Stephen Kosslyn, Chair, Psychology Department, Harvard University
Weve been teaching business students how to understand the mind of their customers for a long time. Finally, the ordinary reader, as well as business people, social scientists, and politicians, can share in these tools. Moskowitz and Gofman have flattened the playing field with their book Selling Blue Elephants. I applaud you both. Two thumbs up.
Professor Subrata Sen, Professor of Marketing, Yale University
We are in an age of the next killer application and it is elusive. Selling Blue Elephants is an absolute must read for any business moving from strategy to execution. Howard and Alex have built a process driven engine (RDE) that delivers actionable results that have a direct tie back to business directives. Bringing reality from concept is the key ingredient to a successful business ideaSelling Blue Eleph
| Authors | |
|---|---|
| Binding | |
| Condition | |
| ISBN-10 | 0136136680 |
| ISBN-13 | 9780136136682 |
| Language | |
| Pages | 252 |
| Publisher | |
| Year published | |
| Weight | 472 |
| Edition | 1 |
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