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Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs
Hit products and services like the iPod, Starbucks and FedEx were seemingly embraced by the market overnight. But it wasn't luck, creativity or marketing that led to their success. Any organization can create hits that resonate if they stop guessing what people need and start building deep connections to what their buyers value most. With a strategy for achieving market resonance that has been developed over 15 years, the authors show readers how to find unsolved problems in the marketplace and create breakthrough experiences that people want to buy.
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By Karen Dillon, David S. Duncan, Taddy Hall, Clayton M. Christensen