Overview
- What are the rules and assumptions my industry operates under? What if the opposite were true?
- What will be the buying criteria used by my customer in 5 years?
- What are my unshakable beliefs about what my customers want?
- Who uses my product in ways I never anticipated?
--Geoffrey Moore, author of Crossing the Chasm and Escape Velocity "I've always believed that asking the right questions is the essence of design. Phil McKinney proves that point with this wonderful set of killer questions that will jumpstart-or greatly enhance- your innovation efforts."
--B. Joseph Pine II, co-author, The Experience Economy & Infinite Possibility. "Product Innovation is a prerequisite to building great brands. Phil's questions are a prerequisite to building innovative products."
--Satjiv S. Chahil, former global marketing chief, Apple
This book title, Beyond the Obvious (Killer Questions That Spark Game-Changing Innovation), ISBN: 9781401324469, by Phil McKinney, published by Hachette Books (February 7, 2012) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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