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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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Part I. Making Money

RDE was a best-hidden secret in the late twentieth century. In this section, you will see how some well-known companies discovered—and, in fact, actually invented—sound solutions for their problems using RDE. These are the stories that proved the RDE approach and moved it from the realm of pure science to the desk of the business manager.

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