Product Purgatory: When they love it but still don't buy

TiVo attempted to convince consumers to buy by telling them only WHAT the product did. Features and rational benefits. The practical-minded, technophobic mass market’s response was predictable. “I don’t understand it. I don’t need it. I don’t like it. You’re scaring me.” There were a small number of TiVo loyalists, probably about 10 percent, those

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So many businesses make the fatal mistake of trying to ram a product down the throats of a market because they think it’s a great product. It never works,” he said. “What does work—and what produces phenomenal results—is getting to know the demand and the needs and wants and dreams and desires of people, then crafting products that satisfy those ne

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