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Really great products and really huge successes don’t come from focus groups! And if you simply rely on trial and error, or guesswork, you’ll lose far more often than you’ll win. Now, there’s a solution: Rule Developing Experimentation (RDE), the first systematized, disciplined, solution-oriented business process of experimentation.
In Selling Blue Elephants, RDE’s creators reveal how to systematically design, test, and modify alternative ideas, packages, products, and services, to discover offerings your customers will be passionate about...even if they can’t articulate the need, much less the solution!
Discover the seven easy steps that take you from cluelessness to clarity in just days... sometimes even hours. Watch RDE succeeding in companies ranging from Hewlett-Packard to Campbell’s, MasterCard to Maxwell House... and learn how to get the same outstanding results yourself, one step at a time, every time!
ABOUT THE AUTHORS xiii
PART 1 MAKING MONEY 17
CHAPTER 1 HEWLETT-PACKARD SHIFTS GEARS 19
CHAPTER 2 MAXWELL HOUSE’S CALCULUS OF COFFEE 27
CHAPTER 3 DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO 47
CHAPTER 4 HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE 65
CHAPTER 5 DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW—LEGALLY! 87
PART 2 MAKING THE FUTURE 105
CHAPTER 6 RUBIK’S CUBE OF CONSUMER ELECTRONICS INNOVATION 107
CHAPTER 7 BRIDGING COOL DESIGN WITH HOT SCIENCE 125
PART 3 FLYING TO VENUS 153
CHAPTER 8 MIND GENOMICS: CONSUMER MIND “ON THE SHELF” 155
CHAPTER 9 MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO “PRODUCTS” 183
CHAPTER 10 RDE DEFEATS MURPHY’S LAW AND “BARES” THE STOCK MARKETS 205
CHAPTER 11 ASIA CALLING, LTD.: THE CHINA ANGLE 225
CHAPTER 12 RDE’S “BRAVE NEW WORLD!” 235
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