| "In 'Selling Blue Elephants' the authors lucidly and brilliantly give many examples of the ways they have applied this sophisticated psychophysical approach to the marketplace. Read, enjoy, and learn!' Prof. L. E. Marks Yale University |
Selling Blue Elephants
By Howard Moskowitz and Alex Gofman of Moskowitz Jacobs Inc.
By Howard Moskowitz and Alex Gofman of Moskowitz Jacobs Inc.
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"This book is as much fun to read as it is
informative... They really deliver the goods!"
Professor S. Kosslyn
Harvard University
informative... They really deliver the goods!"
Professor S. Kosslyn
Harvard University
© 2007. Moskowitz and Gofman. All rights reserved.
Q & A with authors
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1. What is the 'Big Idea' behind Selling Blue Elephants?
If you know the ‘algebra of the consumer mind’ you’ll develop better products and create far better
communications.
2. How do I find the 'algebra of consumer mind'?
Systematic experimentation (Rule Developing Experimentation - RDE) with consumers, in fast, easy-
to-do experiments, creates a knowledge base that shows this algebra of the mind, or rules of the mind.
We show how to do it, where it has been done, and what the reader can expect to get out of the
approach. We show how the approach leads to a massive competitive advantage.
3. Why now?
Today the world is hyper-competitive. It’s no longer enough to know how to make products better.
It’s important to anticipate what specifically consumers want, even if they can’t tell you themselves.
With our approach you’ll be able to survive and prosper in this world of hyper-competition far more
easily than otherwise. You’ll know, rather than guess, a lot of what to create in your factories.
4. Why would I want to read the book?
Our book is case histories, and processes, intertwined. It’s a fun read. Rather than belabouring
principle after principle, we show you what companies did, how they did it, and what they AND THE
READER can accomplish. Follow along, and YOU TOO can lead the crowd, rather than following.
5. Who specifically is this book for?
Brand managers, product developers, advertising specialists, marketers and market researchers,
designers, communications professionals (corporate, political, non-for-profit, etc.), general business
community and students.
The book shows what to do, how to do it, with concrete case histories, and with actual data. This
structure is important – the C level will skim it and get hope; the lower levels will know exactly what
to do in a variety of situations. They’ll get ideas that they never had.
6. What is your main argument?
If you do systematic experimentation, you’ll know more than the biggest companies at any time. You
can beat everyone else with knowledge, if you do systematic experiments. You’re ahead of the game.
You have real, usable rules, whereas others just have guesswork. Imagine what would happen if you
use this in China to compete around the world! Or if you use this with the stock market to figure out
how messaging will affect stock demand. Or if you use it to create political campaigns. All this from a
business approach.
7. How does RDE breed market success?
RDE helps to win through knowledge by clearly and dramatically revealing how specific factors drive
consumer acceptance and rejection. Best of all, RDE prescribes for business what to do, rather than
just leaving the suggestions as hypotheses. RDE produces actionable rules (directions), even if there
was no inkling or iota of direction about what to do at the start of the RDE process. And best of all,
these rules can be the powerhouse for sustained competitive advantage because they show how the
world works.
8. Is RDE a new idea?
RDE is not a new idea. Parts of it have been around a long time, but it takes a while to sink in. In some
respects, RDE is obvious, in the same way that two well-known platitudes are evident:
- Every parent realizes this simple truth, handed down from mother to child, from mother to child: Do
your homework and you’ll be promoted to second grade.
- Most people in agriculture realize that the following well-known Irish proverb contains a lot of truth:
The best fertilizer is the farmer’s footsteps.
9. What is the single point about your book that you think will stimulate the most interest?
If you follow this approach, you’ll make all your decisions about developing products and
communications knowing ‘the consumer hot buttons’. You’re likely to win far more often because
you’re proceeding all the time with knowledge about how the world works, not with guesswork.
If you know the ‘algebra of the consumer mind’ you’ll develop better products and create far better
communications.
2. How do I find the 'algebra of consumer mind'?
Systematic experimentation (Rule Developing Experimentation - RDE) with consumers, in fast, easy-
to-do experiments, creates a knowledge base that shows this algebra of the mind, or rules of the mind.
We show how to do it, where it has been done, and what the reader can expect to get out of the
approach. We show how the approach leads to a massive competitive advantage.
3. Why now?
Today the world is hyper-competitive. It’s no longer enough to know how to make products better.
It’s important to anticipate what specifically consumers want, even if they can’t tell you themselves.
With our approach you’ll be able to survive and prosper in this world of hyper-competition far more
easily than otherwise. You’ll know, rather than guess, a lot of what to create in your factories.
4. Why would I want to read the book?
Our book is case histories, and processes, intertwined. It’s a fun read. Rather than belabouring
principle after principle, we show you what companies did, how they did it, and what they AND THE
READER can accomplish. Follow along, and YOU TOO can lead the crowd, rather than following.
5. Who specifically is this book for?
Brand managers, product developers, advertising specialists, marketers and market researchers,
designers, communications professionals (corporate, political, non-for-profit, etc.), general business
community and students.
The book shows what to do, how to do it, with concrete case histories, and with actual data. This
structure is important – the C level will skim it and get hope; the lower levels will know exactly what
to do in a variety of situations. They’ll get ideas that they never had.
6. What is your main argument?
If you do systematic experimentation, you’ll know more than the biggest companies at any time. You
can beat everyone else with knowledge, if you do systematic experiments. You’re ahead of the game.
You have real, usable rules, whereas others just have guesswork. Imagine what would happen if you
use this in China to compete around the world! Or if you use this with the stock market to figure out
how messaging will affect stock demand. Or if you use it to create political campaigns. All this from a
business approach.
7. How does RDE breed market success?
RDE helps to win through knowledge by clearly and dramatically revealing how specific factors drive
consumer acceptance and rejection. Best of all, RDE prescribes for business what to do, rather than
just leaving the suggestions as hypotheses. RDE produces actionable rules (directions), even if there
was no inkling or iota of direction about what to do at the start of the RDE process. And best of all,
these rules can be the powerhouse for sustained competitive advantage because they show how the
world works.
8. Is RDE a new idea?
RDE is not a new idea. Parts of it have been around a long time, but it takes a while to sink in. In some
respects, RDE is obvious, in the same way that two well-known platitudes are evident:
- Every parent realizes this simple truth, handed down from mother to child, from mother to child: Do
your homework and you’ll be promoted to second grade.
- Most people in agriculture realize that the following well-known Irish proverb contains a lot of truth:
The best fertilizer is the farmer’s footsteps.
9. What is the single point about your book that you think will stimulate the most interest?
If you follow this approach, you’ll make all your decisions about developing products and
communications knowing ‘the consumer hot buttons’. You’re likely to win far more often because
you’re proceeding all the time with knowledge about how the world works, not with guesswork.
| "Selling Blue Elephants is an absolute must read for any business moving from strategy to execution." Peter Tripp, Vice President, Strategic Programs Office Global Outsourcing and Infrastructure Services UNISYS |
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