When the product offer isn't clear, change the way people think about it

  • Reference: 75531

  • Number of pages: 5

  • Publication Date: Sep 1, 2021

  • Source: IESE (España)

  • Type of Document: Article

Grouped product items
Format Language Reference Use Qty Price
pdf English 75531
As low as €8.20

You already have a subscription

To order please contact the person in charge of academic purchases in your university.
You'll be able to order once your profile has been validated.

Description

If your potential customers are scratching their heads, consider "priming" them with a goal to accomplish. Goal prompts, along with analogies and prototypes, can help position your products strategically, according to IESE’s Romain Boulongne.

Keywords

ambiguous offerings categorization process Cognitive psychology goal priming mental model prototype quartier prioritaire de la politique de la ville social impact urban economic development zones urbaines sensibles