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The essays are different because ultimately it's things I'm interested in, and I'm really just writing about myself and using those subjects as a prism.

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Michael J. Silverstein

The starting point is to create a qualitative understanding of market drivers. You need to get into the head of the consumer and be able to tell her story. It is both art and science. The purpose of the market map is to define dissatisfactions, hopes, dreams and fears. Winning solutions respond to the distinct and specific needs of a group of consumers.

Art, Create, Dream, Drivers, Tell, Winning
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Functional goods sold en masse earn a good return but breakthrough profits come from satisfying emotional needs.

Emotional, Functional, Good, Needs, Profits, Return

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

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

Care, Employee, Employees, Really Deep, Response

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.

Consumption, Focus, Odd, Opportunity, Understanding

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.

Believe, People, Vision, Brilliant, Execution
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