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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 6. Rubik’s Cube of Consumer Electronics Innovation

On a recent trip along the New York–Miami route, while skimming through AmericanWay magazine, one of the authors (AG) discovered a couple of short but interesting articles that revealed once again that stream of continuing innovation that creates that hypercompetition so dreaded by companies and countries alike.1

First article:

“Listening Power”

At last count, there were 2,345 types of miniheadphones and ear buds for movable music players, but Sennheiser’s three iPod companions really sing out in a crowd. The PX100 ($60) offers eerily good sound reproduction with deep bass tones that were, well, unheard of a few years back. Ditto the PX200 ($70, shown), with a closed-back design that ...

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