Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can … - Michael J. Silverstein

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Humor could not flourish in a wholly serious and rational atmosphere.

Michael J. Silverstein

Consumers cannot think in abstractions. They cannot envision a new concept. They cannot predict their behavior. They can only compare against their current frame of reference. So you need to make the big leap for them. You need to provide them with a reason to buy, a reason to brag to their friends. Expect new-to-the-world ideas to fall on deaf ears. Consumers will, however, change their tune when they can see, touch, and explore.

Buy, Explore, Fall, Ideas, See, Thinking

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Functional goods sold en masse earn a good return but breakthrough profits come from satisfying emotional needs.

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Business operators that really deeply care about their employees and consumers deliver the right response every day.

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For me, it's often about consumption behavior. I focus my energy on understanding the heavy user. They are "odd" but hold opportunity. I ask: how do they use the product, what motivates them, how can we clone them.

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A lot of people believe you only need a vision. This is simply not correct. You need brilliant execution every day. It's about attention to all the details of go to market.

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Many companies routinely do things that are not important. They fail to prioritize. They get involved with details that don't matter.

Important, Details, Matter, Prioritize, Routinely