Selling Blue Elephants - How to make great products that people want BEFORE they even know they want them  (English, Hardcover, Moskowitz Howard R.)

What was life like 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. Customers can actually help companies create their 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.

Salient Features

Creating new ideas just became easier, because customers can help create the next big product. Learn how with this book.

• From credit cards to tomato sauce to printers, this book will help companies understand which products, and which marketing messages, their buyers will respond to.
• The author is the person who literally created the mustard shelf and let sellers and buyers know there was life beyond the bright yellow version.
• Examines both established uses of RDE as well as revolutionary uses.