Silver Lining: Your Guide to Innovating in a Downturn by Scott D. Anthony

Author:Scott D. Anthony [Anthony, Scott D.]
Language: eng
Format: mobi
Publisher: Harvard Business Review Press
Published: 2009-05-31T14:00:00+00:00

is really important because it’s when you begin to understand who the prospect really is for this new product or service, will they purchase it and for how much, and then, once they purchase it, what’s the usage cycle like, what prompts repurchase?

In my world consumers cannot really tell us what they want. If we exposed something to them as a stimulus, they can say, “I like it,” or “I don’t like it,” and they can tell you why they like it or why they don’t like it, but they cannot tell you what they want. Nobody told us that they wanted Crest Whitestrips; nobody told us that they were dying for a Swiffer; nobody told us that Febreze would make their life better. So, consumers cannot tell us what they want . . . I’ve become a pretty big believer in getting that idea or technology to some relatively clear concept expression and some relatively crude prototype as fast as you possibly can, and then get that in front of prospective consumers or customers.4

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