CHAPTER 10
Sell the Benefit
People don’t just want to buy personal computers anymore. They want to know what they can do with them, and we’re going to show people exactly that.
—Steve Jobs
My mother-in-law, Patty Cook, expressed an interest in buying an iPad for her husband, Ken. As we approached the holiday season, she contacted me for advice. Sensing a unique opportunity to do some observational research, I told her that we should visit the Apple Store and ask a Specialist for advice. I purposely avoided offering any input, and I did not say a word when we walked into the store. It was important for me to watch the interaction and how it impacted Patty, without influencing her decision in any way. Patty is friendly and talkative, so it should ...
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