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Selling Blue Elephants: How to make great products that people want BEFORE they even know they want them: How to make great products that people want BEFORE they even know they want them(English)

Selling Blue Elephants: How to make great products that people want BEFORE they even know they want them: How to make great products that people want BEFORE they even know they want them(English)

          
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About the Book

Really great products and really huge successes don’t come from focus groups! And if you simply rely on trial and error, or guesswork, you’ll lose far more often than you’ll win. Now, there’s a solution: Rule Developing Experimentation (RDE), the first systematized, disciplined, solution-oriented business process of experimentation.   In Selling Blue Elephants, RDE’s creators reveal how to systematically design, test, and modify alternative ideas, packages, products, and services, to discover offerings your customers will be passionate about...even if they can’t articulate the need, much less the solution!   Discover the seven easy steps that take you from cluelessness to clarity in just days... sometimes even hours. Watch RDE succeeding in companies ranging from Hewlett-Packard to Campbell’s, MasterCard to Maxwell House... and learn how to get the same outstanding results yourself, one step at a time, every time! Discover “how the world works” in your market Reveal the hidden rules that define your next breakthrough product Create prototypes that answer the right questions, fast Get at the truths your customers don’t know how to tell you Use automated tools to streamline the entire process Streamline your research, and get actionable answers in just days Extend RDE value throughout the enterprise From messaging to corporate communications to investor behavior

Table of Contents:
FOREWORD     xi ABOUT THE AUTHORS    xiii ACKNOWLEDGMENTS     xv INTRODUCTION     1 PART 1     MAKING MONEY     17 CHAPTER 1     HEWLETT-PACKARD SHIFTS GEARS     19 CHAPTER 2    MAXWELL HOUSE’S CALCULUS OF COFFEE     27 CHAPTER 3     DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO    47 CHAPTER 4     HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE    65 CHAPTER 5    DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW—LEGALLY!     87 PART 2    MAKING THE FUTURE     105 CHAPTER 6     RUBIK’S CUBE OF CONSUMER ELECTRONICS INNOVATION     107 CHAPTER 7     BRIDGING COOL DESIGN WITH HOT SCIENCE     125 PART 3     FLYING TO VENUS    153 CHAPTER 8     MIND GENOMICS: CONSUMER MIND “ON THE SHELF”     155 CHAPTER 9     MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO “PRODUCTS”     183 CHAPTER 10     RDE DEFEATS MURPHY’S LAW AND “BARES” THE STOCK MARKETS    205 CHAPTER 11     ASIA CALLING, LTD.: THE CHINA ANGLE    225 CHAPTER 12     RDE’S “BRAVE NEW WORLD!”     235 EPILOGUE     239 INDEX     241


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Product Details
  • ISBN-13: 9780136136682
  • Publisher: Financial Times/ Prentice Hall
  • Binding: Hardback
  • Edition: 1
  • Language: English
  • Series Title: English
  • Sub Title: How to make great products that people want BEFORE they even know they want them
  • Width: 236 mm
  • ISBN-10: 0136136680
  • Publisher Date: 11/4/2007
  • Depth: 25
  • Height: 153 mm
  • No of Pages: 272
  • Spine Width: 25 mm
  • Weight: 472 gr


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