"Humans instinctively sort and classify things. It’s how we make sense of a complex world. So when companies develop innovative products and services that don’t obviously fit into established categories, managers need to help people understand what comparison to make. Without that step, potential customers might just walk away wondering, 'What is it?'"
Monday, October 5, 2009
Giving new products a familiar ring
Good piece in the NY Times - from a Harvard B School professor - on the importance of positioning new products within familiar categories:
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment