Selling Blue Elephants: How To Make Great Products That People Want Before They Even Know They Want Them

Praise for Selling Blue Elephants

Academia

“Selling Blue Elephants promises to change the way we think about developing products. Over the years there have been a lot of books that deal with what the business person faces—most written from 20,000 feet. They’re big on perspective but not on real ‘how to do it.’ Moskowitz and Gofman have written a book that tells the business person, anywhere in the world, how to compete effectively, no matter how small (or how large) the enterprise.”

—Professor Eugene Galanter, Director, Psychophysics Laboratory, Columbia University

“The title of Howard Moskowitz’s and Alex Gofman’s engaging book, Selling Blue Elephants: How to Make Great Products That People Want BEFORE They Even Know They Want Them, almost ...