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Breakthrough! by Steve LANCE, Paul KURNIT

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15

Determine the Dimensions of the Idea

MANY YEARS ago, Steve was a junior copywriter and learned a life lesson about new products. He worked on a mid-size peanut butter account when the company was introducing a new line of peanut butters: peanut butter and jam, peanut butter and jelly, peanut butter and marshmallow, and peanut butter and crisped rice. Of the four, the crisped rice one sounded least appealing—and Steve never tried the product before developing the ad campaign. Well, of course, the peanut butter and crisped rice turned out to be the biggest seller of the four, and when Steve, out of curiosity, decided to try it, he discovered it was delicious. So much for assumptions. And since then, he’s always been sure to be the consumer before ...

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