| "The technique cuts through the difference between what customers say and what they do" THE WALL STREET JOURNAL |
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.
Table of Contents
Foreword by Mark Thompson
Introduction. Business wisdom from the mouth of Dr. Seuss
Part I. Making Money
Introduction. Business wisdom from the mouth of Dr. Seuss
Part I. Making Money
- 1. Hewlett-Packard shifts gears
2. Maxwell House’s calculus of coffee
3. Dialing up Delicious: Major discoveries from Prego and Vlasic
4. How to make people feel good even when they pay more
5. Discover more about your competitors than they themselves know - legally!
- 6. Rubik's Cube of consumer electronics innovation
7. Bridging cool design with hot science
- 8. Mind Genomics: Consumer mind ‘on the shelf’
9. Making the President and public communications into ‘products’
10. RDE defeats Murphy’s Law and ‘bares’ the Stock Markets
11. Asia Calling Ltd. -- The China angle
12. RDE’s ‘Brave New World!’
Parts of the book
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Part I. Making Money
RDE was a best-hidden secret in the late twentieth century. In this section, you will see how some
well-known companies discovered—and, in fact, actually invented—sound solutions for their
problems using RDE. These are the stories that proved the RDE approach and moved it from the
realm of pure science to the desk of the business manager.
PART II. Making the Future
The Genie was out of the bottle. With RDE’s proven record of making fortunes for many astute
companies, it’s no wonder there’s an ongoing development to push the limits and expand the use of
this approach to new areas. Read here how RDE drives innovation and creates better packages and
magazine covers, pushing opportunity at every corner.
PART III. Flying to Venus.
Now buckle your seatbelt and prepare for take-off! We take you to the destinations that have been
out of limits for disciplined experimentation before. As with space exploration, it is difficult to
predict what one can see during the journey. We might discover new horizons. Or we might find
that our anticipated goals are unreachable. Who knows? Let’s start our countdown…
RDE was a best-hidden secret in the late twentieth century. In this section, you will see how some
well-known companies discovered—and, in fact, actually invented—sound solutions for their
problems using RDE. These are the stories that proved the RDE approach and moved it from the
realm of pure science to the desk of the business manager.
PART II. Making the Future
The Genie was out of the bottle. With RDE’s proven record of making fortunes for many astute
companies, it’s no wonder there’s an ongoing development to push the limits and expand the use of
this approach to new areas. Read here how RDE drives innovation and creates better packages and
magazine covers, pushing opportunity at every corner.
PART III. Flying to Venus.
Now buckle your seatbelt and prepare for take-off! We take you to the destinations that have been
out of limits for disciplined experimentation before. As with space exploration, it is difficult to
predict what one can see during the journey. We might discover new horizons. Or we might find
that our anticipated goals are unreachable. Who knows? Let’s start our countdown…
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