| "The technique cuts through the difference between what customers say and what they do" THE WALL STREET JOURNAL |
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© 2007. Moskowitz and Gofman. All rights reserved.
Malcolm Gladwell about RDE
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman
By Howard Moskowitz and Alex Gofman
| Moskowitz Jacobs Inc. |
See Malcolm Gladwell's speech about RDE
(from the best-selling author of The Tipping Point and Blink;
(the talk at TED Conference in Monterey, CA, February 2004).
(from the best-selling author of The Tipping Point and Blink;
(the talk at TED Conference in Monterey, CA, February 2004).
A video trailer of Gladwell's speech on
TED 2004 conference (90 seconds)
TED 2004 conference (90 seconds)
| Excerpted with permission (TED Conference) |
| "[Howard Moskowitz] I think has done as much to make Americans happy as perhaps as anyone over the last twenty years. A man who is a great personal hero of mine... Howard fundamentally changed the way the food industry thinks about making you happy. Assumption #1 in the food industry used to be that the way to find out what people want to eat, what will make people happy is to ask them. And for years and years, Ragu and Prego would have focus groups and they would sit all you people down and they would say what do you want in a spaghetti sauce. And for all those years, 20, 30 years through all those focus group sessions, no one ever said they wanted extra chunky. Even though at least 1/3 of them, deep in their hearts, actually did. People don’t know what they want. As Howard loves to say, “The mind knows not what the tongue wants”. It’s a mystery and a critically important step in understanding our own desires and taste is to realize that we cannot always explain what we want deep down." Malcolm Gladwell |
