Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them. Howard Moskowitz, Alex Gofman. Wharton School Publishing. Rule Developing Experimentation.

"The technique cuts
through the difference
between what customers
say and what they do"
THE WALL STREET
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Selling Blue Elephants
By Howard Moskowitz and Alex Gofman

Moskowitz Jacobs Inc.