
7
The Challenge
Prologue
Does the best product win?
Does desirability increase as a function of quality?
Desirability
Quality
We use “desirability” here to include not only what we want-
but-don’t-have, but also what we have-and-want-to-keep/replace.
When you remove luck, marketing, and price from the equation,
is it quality that drives desirability?
Is it simply best product wins?
And if it’s quality that drives desirability, who denes “quality”
and “best” for a particular product or service? Is it based on
objective measurements of craftsmanship and materials? Is it
about speed or durability? Beauty? Strength? User-friendliness?
How does our denition of quality shift depending on the
product type and market demographics?
No, there are too many
examples where “best” is not
the bestseller...