New from Wharton School Publishing in April is Selling Blue Elephants: How to Make Great Products that People Want BEFORE They Even Know They Want Them, by Howard Moskowitz and Alex Gofman. Customers can help companies create their next products, according to Elephants, through Rule Developing Experimentation. RDE is a process of designing, testing, and modifying ideas and products to discover what appeals to customers even if they can't articulate the need, much less the solution. In Elephants, RDE's creators use real-life examples from such companies as Hewlett-Packard, Campbell's, MasterCard, and Maxwell House to show how to move from cluelessness to clarity.
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