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

Chapter 12. RDE’s “Brave New World!”

In an old hunters’ story, two hunters were preparing to go to the jungle to hunt a tiger. One of them was putting on light and comfortable running shoes, whereas the other had his old heavy boots. “Do you think it will make you run faster than the tiger if it chases us?” asked the latter. “Nope,” said the other. “I just need to run faster than you do.”

RDE frequently allows the “hunters” to “get the tiger” in the first place. In other less glamorous cases, at least it lets the user stay one step ahead of the competition, a distance that is frequently just enough to succeed—or, at least, survive.

This book guided us on a journey from food to magazines, from politics to the stock market, from U.S. factories ...

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