Functional goods sold en masse earn a good return but breakthrough profits come from satisfying emotional needs.
Michael J. SilversteinFor me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.
Michael J. SilversteinTake an expansive view of the consumers needs and expand beyond your current boundaries.
Michael J. Silverstein