Chapter 8


In a market that’s new and strangely different, how do you design products and services that people want and are willing and able to buy? Here are 10 steps to accomplish this.

One of the most pernicious myths in the world of business is that if you build a better mousetrap, the world will beat a path to your door. But there is a heap of difference between designing a tool to solve a technical problem and designing one that attractively, effectively, and affordably meets the needs and aspirations of the customers who are expected to buy it. In any case, without superb marketing and distribution on your part, nobody beats a path to your door. Just ask Sony (which failed in the market with its superior Betamax technology) ...

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