Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them.  Howard Moskowitz and Alex Gofman.  Wharton School Publishing, 2007
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
© 2007-2010. Moskowitz and Gofman. All rights reserved.
Sample content:

Can you remember the world before the iPod? How about the world before chunky tomato sauce or brown mustard? Many of these products came about not through focus groups and polling, but rather through research and development labs and marketers developing the products they knew customers would want, before customers knew they wanted them. Today your customers can actually help you create your next product.

Rule Developing Experimentation (RDE) is a solution-oriented learning experience. RDE is the systematized process of designing, testing and modifying alternative ideas, packages, products, or services in a disciplined way so that the developer and marketer discover what appeals to the customer, even if the customer can't articulate the need, much less the solution. Read about best practices in the RDE from some of today's top companies: HP, Prego, Vlasic, MasterCard and others. Filled with real-life stories, this book will change the way people think about selling to their present and future customers.

If you need to know:

in virtually any industry, you have to try RDE with

what to say
how to say it
to whom to say it
From the Publisher
Selling Blue Elephants:
How to Make Great Products That People Want Before They Even Know They Want Them
Howard Moskowitz and Alex Gofman ■ Wharton School Publishing, 2007
New book YOU! What
you MUST know to start
your career as a
professional by Dr.
Moskowitz (see table of

Premium by Design: How
to Design and Market
High End Products
(February 2011, M.
Bevolo, A. Gofman, H.

An Integrated Approach
to New Food Product
Development (March
2009; Edited by H.
Moskowitz, S. Saguy and
T. Straus).

Innovate with Consumer
(October 2011,
Sebastiano Porretta
and Howard R.

The 21st Century
Development of Products:
Where Customer
Guidance is Taking Us in
Leading Edge Marketing
(Nov., 2011) Howard R.
Bert Krieger, Linda
Ettinger Lieberman.
New Books:
Selling Blue Elephants in the News - click on the links:
Best 30 Business Books of
2007 Excellence Award
Executive Book Summaries
With 16 countries (and counting) translating and republishing the book around the world, it is
very interesting for us to know about the local media coverage of it. If you read a review or
an article about
Selling Blue Elephants or RDE, please let us know and we will share the
information with other readers!
Howard Moskowitz and Alex Gofman
June 2010: Due to
popular demand, the
book is now in the third

Vietnam has become the
16th country translating /
republishing the book
(Bach Viet Books JSC.
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