Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them

FOREWORD xi ABOUT THE AUTHORS xiii ACKNOWLEDGMENTS xv INTRODUCTION 1 PART 1 MAKING MONEY 17 CHAPTER 1 HEWLETT-PACKARD SHIFTS GEARS 19 CHAPTER 2 MAXWELL HOUSE'S CALCULUS OF COFFEE 27 CHAPTER 3 DIALING UP DELICIOUS: MAJOR DISCOVERIES FROM VLASIC AND PREGO 47 CHAPTER 4 HOW TO MAKE PEOPLE FEEL GOOD EVEN WHEN THEY PAY MORE 65 CHAPTER 5 DISCOVER MORE ABOUT YOUR COMPETITORS THAN THEY THEMSELVES KNOW-LEGALLY! 87 PART 2 MAKING THE FUTURE 105 CHAPTER 6 RUBIK'S CUBE OF CONSUMER ELECTRONICS INNOVATION 107 CHAPTER 7 BRIDGING COOL DESIGN WITH HOT SCIENCE 125 PART 3 FLYING TO VENUS 153 CHAPTER 8 MIND GENOMICS: CONSUMER MIND "ON THE SHELF" 155 CHAPTER 9 MAKING THE PRESIDENT AND PUBLIC COMMUNICATIONS INTO "PRODUCTS" 183 CHAPTER 10 RDE DEFEATS MURPHY'S LAW AND "BARES" THE STOCK MARKETS 205 CHAPTER 11 ASIA CALLING, LTD.: THE CHINA ANGLE 225 CHAPTER 12 RDE'S "BRAVE NEW WORLD!" 235 EPILOGUE 239 INDEX 241

Howard Moskowitz is President and CEO of Moskowitz Jacobs Inc. He is a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology. Widely published in the scientific press, Dr. Moskowitz is known worldwide as the leading thinker and creator of advanced research technology in the area of new product and concept development. His background includes a Ph.D. in Experimental Psychology from Harvard University and seven years as a Senior Scientist at the U.S. Army Natick Laboratories. In July 2004, he was elected as an IFT Fellow for his contributions in the field of food science and technology. He was also awarded the American Marketing Association's 2005 Charles Coolidge Parlin Marketing Research Award, regarded as the "Nobel Prize" of the market research industry. Dr. Moskowitz has spoken widely at both scientific and market research conferences, and guest-lectured at leading business schools including Wharton, Harvard, Yale, and the University of Texas at Austin. He also appeared weekly from 2004-2006 on ABC News Now as The Food Doctor, highlighting the food industry's most exciting innovations. Alex Gofman, VP and CTO of Moskowitz Jacobs Inc., is the architect of several globally-recognized market research technologies and holds multiple patents. Widely published in the scientific press on the topics of technology-oriented experimental psychology, he has led new methodologies and algorithms development as well as other aspects of MJI operations since joining the firm in 1992, and is lead developer and architect of its IdeaMap(R) family of products. He holds a BS and a MS in Computer Science from Donetsk National Technical University, where he graduated Summa Cum Laude in 1981.