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CHAPTER FOURTEEN

OBSERVATION LAB:WHAT DO YOU REALLY SEE?

What is the floor made of in an Apple store? What color is it? Millions of people have walked into and on the floor in an Apple store yet cannot answer those two questions. Why? Often, as we move through life, we see but we do not observe. And to be more creative, you must learn to observe what goes on all around you.

I spent eighteen years in a marketing career working with some of the best brands in the world. My curiosity on “observing” instead of reading marketing research reports came about because of my lack of understanding about a Cadillac customer. In my first professional marketing position, I was tasked with managing a large project for the Cadillac Motor Car division of General ...

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