O'Reilly logo

Selling Blue Elephants: How To Make Great Products That People Want Before They Even Know They Want Them by Alex Gofman - PH.D., Howard R. Moskowitz - PH.D.

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Introduction

Business Wisdom from the Mouth of Dr. Seuss

One of the most publicized stories of extremely aggressive development and marketing for a “revolutionary” food product is Dr. Seuss’s Green Eggs and Ham.1

Like any good salesman, Sam-I-am, the marketer and indefatigable creator of the new product, is full of energy and passion. The story starts with a grumpy “customer” who leisurely reads his newspaper. Using stratagem after stratagem, Sam tries to get his customer to try his revolutionary product: green eggs and ham. The customer repeatedly refuses, claiming he simply does not like it. Sam tries multiple tactics to win the customer, but without success, which, in the end, lead to frustrating trial-and-error iterations, not particularly ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required