CHAPTER ONEDon’t Ask Your Customers What They Want (Because They Don’t Know Until You Show Them)
THE CHAPTER IN A BOX
The Main Point
Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare an idea against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to exclaim to their friends. Expect new-to-the-world ideas to fall on deaf ears. People will, however, change their tune when they can see, touch, and explore something new. That’s why, when you deliver a truly breakthrough idea, it ...
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