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Selling Blue Elephants By Howard R. Moskowitz

Selling Blue Elephants by Howard R. Moskowitz

Condition - Very Good
$6.39
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Summary

Presents the best practices in the Rule Developing Experimentation (RDE) from some of the top companies: HP, Prego, Vlasic, and Mastercard. This book then examines RDEs use in innovation and design, and goes on to discuss its possible uses in the international, political, bioinformatics, and finance areas.

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Selling Blue Elephants Summary

Selling Blue Elephants: How to make great products that people want BEFORE they even know they want them by Howard R. Moskowitz

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!

  • Discover "how the world works" in your market
  • Reveal the hidden rules that define your next breakthrough product
  • Create prototypes that answer the right questions, fast
  • Get at the truths your customers don't know how to tell you
  • Use automated tools to streamline the entire process
  • Streamline your research, and get actionable answers in just days
  • Extend RDE value throughout the enterprise
  • From messaging to corporate communications to investor behavior

About Howard R. Moskowitz

Howard Moskowitz is President and CEO of Moskowitz Jacobs Inc. He is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Widely published in the scientific press, Dr. Moskowitz is known worldwide as the leading thinker and creator of advanced research technology in the area of new product and concept development.

His background includes a Ph.D. in Experimental Psychology from Harvard University and seven years as a Senior Scientist at the U.S. Army Natick Laboratories. In July 2004, he was elected as an IFT Fellow for his contributions in the field of food science and technology. He was also awarded the American Marketing Association's 2005 Charles Coolidge Parlin Marketing Research Award, regarded as the "Nobel Prize" of the market research industry.

Dr. Moskowitz has spoken widely at both scientific and market research conferences, and guest-lectured at leading business schools including Wharton, Harvard, Yale, and the University of Texas at Austin. He also appeared weekly from 2004-2006 on ABC News Now as The Food Doctor, highlighting the food industry's most exciting innovations.

Alex Gofman, VP and CTO of Moskowitz Jacobs Inc., is the architect of several globally-recognized market research technologies and holds multiple patents. Widely published in the scientific press on the topics of technology-oriented experimental psychology, he has led new methodologies and algorithms development as well as other aspects of MJI operations since joining the firm in 1992, and is lead developer and architect of its IdeaMap (R) family of products. He holds a BS and a MS in Computer Science from Donetsk National Technical University, where he graduated Summa Cum Laude in 1981.

Table of Contents

FOREWORD xi

ABOUT THE AUTHORS xiii

ACKNOWLEDGMENTS xv

INTRODUCTION 1

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

EPILOGUE 239

INDEX 241

Additional information

CIN000236417
9780136136682
0136136680
Selling Blue Elephants: How to make great products that people want BEFORE they even know they want them by Howard R. Moskowitz
Used - Very Good
Hardback
Pearson Education (US)
2007-04-11
272
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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