CHAPTER 7CONVEYING KNOWLEDGE
Make everything as simple as possible, but not simpler.
—Albert Einstein
MAXINE IS A CONFIDENT MARKETING CONSULTANT who has a theory about buying patterns. She was taught about such patterns in a marketing class in her MBA program, and it has been a guide for years. She has used it in dozens of situations and has learned when and how the model is most useful. The model, in this case, blends understandings of economic factors, market forces, industry trends, and psychological factors. Together, these factors predict buying choices. Maxine was brought in by a company seeking to take its product line, typically aimed for adults, into the adolescent market. She was confident in herself and trusted her model or theory. ...
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