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Claps and Cheers

Creating Customer Delight

What do the Rubik’s Cube, the cholesterol drug Lipitor, the Switch game console, Super Mario Bros., the Toyota Corolla, and Lady Gaga’s Fame perfume have in common? They are all products that flew off the shelves as soon as they were launched. The Rubik’s Cube sold 2 million units in the first two years. Nintendo’s Switch racked up 1.3 million unit sales in a single week. In each of their respective categories, these are among the most successful product launches of all time.

A common thread to these products and services is that their creators found ways to significantly increase customer willingness-to-pay (WTP). Lipitor, one of the bestselling prescription drugs of all time, was not the first statin ...

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