Functional goods sold en masse earn a good return but breakthrough profits come from satisfying emotional needs.
Michael J. SilversteinDeliver infinite growth having your customers talk about you, exclaim you and tell their friends and colleagues about you.
Michael J. SilversteinAlways welcome your customer's scorn. This rule says read the complaint letters. Categorize them. Decide how you are going to wipe them out.
Michael J. SilversteinConsumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to brag to their friends. Expect new-to-the-world ideas to fall on deaf ears. Consumers will, however, change their tune when they can see, touch, and explore.
Michael J. Silverstein