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

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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.


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