Thursday, September 13, 2007

RDE in action

Selling Blue Elephants
Howard Moskowitz and Alex Gofman

Do you want to know how to make great products that people want before they even know they want them? Howard Moskowitz and Alex Gofman explore this question in Selling Blue Elephants (

And RDE or Rule Developing Experimentation is their answer: “A systematised solution-oriented business process of experimentation that designs, tests, and modifies alternative ideas, packages, products, or services in a disciplined way so that the developer and marketer discover what appeals to the customer, even if the customer can’t articulate the need, much less the solution.”

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