Selling Blue Elephants
Subtitle: How to Make Great Products That People Want Before They Even Know They Want Them
Publisher: Pearson Prentice Hall
Published: April 21, 2007
Number of pages: 272
Table of contents: title: Foreword by Mark Thompson; title: Introduction. Business wisdom from the mouth of Dr. Seuss; title: Part I. Making Money; title: 1. Hewlett-Packard shifts gears; title: 2. Maxwell House’s calculus of coffee; title: 3. Dialing up Delicious: Major discoveries from Prego and Vlasic; title: 4. How to make people feel good even when they pay more; title: 5. Discover more about your competitors than they themselves know -  legally!; title: Part II. Making the Future; title: 6. Rubik's Cube of consumer electronics innovation; title: 7. Bridging cool design with hot science; title: Part III. Flying to Venus; title: 8. Mind Genomics: Consumer mind ‘on the shelf’; title: 9. Making the President and public communications into ‘products’; title: 10. RDE defeats Murphy’s Law and ‘bares’ the Stock Markets; title: 11. Asia Calling Ltd. -- The China angle; title: 12. RDE’s ‘Brave New World!’