December 3rd 2007
Selling Blue Elelphants. How to make great products that people want before they even know they want them.Moskowitz & Gofman
Selling Blue Elelphants. How to make great products that people want before they even know they want them.Moskowitz & Gofman. 2007. ISBN 0136136680. This is a very important book. It should finally put a bullet into money wasting focus groups. This is the applicationo of the scientific method to product development with a high tech web tool. Prodcys reange form consumer, hiugh tech, services, teh US President, stocks, competitive analysis – it is a very thorough treatment. The truth is people do not know what they prefer if they have not exerienced it. Previous work in this area promised bland and mediocre. These two marketing scientists have written a definitive work in this area.
From the cover it does show the following
- 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
It is an important book. But, it is tiresome to read. Each chapter starts out brilliantly and then it drops numbingly into the data. I would have put most of the data in appendices. If you can get through it the results you can bring to your firm that are worth it and save time and money.
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