Identifying Hidden Needs: Creating Breakthrough Products

by KeithGoffin (Author), Fred Lemke (Author), Dr Ursula Koners (Author)

• New

  Hardcover
  2010

  $71.38

  Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.