• Identifying hidden needs: Creating breakthrough products

      Goffin, Keith; Lemke, Fred; Koners, U. (Palgrave Macmillan UK, 2010)
      Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.