CHAPTER 26
Encourage innovation and creativity
“If people aren’t laughing at your ideas, you aren’t being creative enough.”1
—DAVID ARMSTRONG
A MANUFACTURER OF window-unit air conditioners wanted to know how much more consumers would pay for a unit that was significantly quieter than traditional ones. Of course, it couldn’t just ask, “How much more would you pay for a unit that only produced 35 decibels of sound? What about only 20?” Only an acoustical engineer would know how loud that was. What the company needed were several prototypes with different noise levels to put in front of consumers to listen to. The problem was, it hadn’t actually invented any of these quieter units yet. Hence the challenge to the consumer research people.
What it ...
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