Identifying Hidden Needs: Creating Breakthrough Products

by Keith Goffin, Fred Lemke, Dr Ursula Koners

Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failureis 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.

288 pages, Kindle Edition

First published October 6, 2010