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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.

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Chapter 4. How to Make People Feel Good Even When They Pay More

From Alfa-Bank News Release (Moscow, September 19, 2006):

Alfa-Bank and Aeroflot Programme win the MasterCard 2006 European Co-Brand Partners of the Year Award—Moscow, Russia. MasterCard in Europe named the winners of the 2006 European Co-Brand Partners of the Year Award. The Aeroflot–MasterCard–Alfa-Bank programme was acknowledged as the “Best Launch in 2005/2006.”1

When a bank launches a new credit card, its executives do not necessarily announce their goal to make their project into a Hall of Fame or reveal the innards in news releases. The business objective is to make the card successful. The rest is directly correlated to the number of zeros the card generates.

The market for ...

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