Hidden Needs Analysis: Creating Breakthrough Products
An Interview with Keith Goffin
The clear identification of customer needs is a fundamental part of successful innovation and most organizations aim to develop a...
Underdog Branding: Why Underdogs Win in Recessions
By Neeru Paharia, Anat Keinan, and Jill Avery
In response to difficult economic and social realities, firms can successfully both inspire, and increase their appeal...
Why Emotions Are as “Soft” as Gold Bars (Making Money)
By Dan Hill
For brand-oriented consumers and leaders as well as your average worker, emotions matter. Emotions are central, not peripheral, to both marketplace and...