If It Is Something Important, Get A

Why Do Eight Out Of Ten New Consumer Products Fail? Sometimes Because They Are Too New. The First Cold Cereals Were Rejected By Consumers. More Often New Products Fail Because They Are Not New Enough.

Few Of The Great Creators Have Bland Personalities. They Are Cantankerous Egotists, The Kind Of Men Who Are Unwelcome In The Modern Corporation.

Advertising People Who Ignore Research Are As Dangerous As Generals Who Ignore Decodes Of Enemy Signals.

Give People A Taste Of Old Crow, And Tell Them It's Old Crow. Then Give Them Another Taste Of Old Crow, But Tell Them It's Jack Daniel's. Ask Them Which They Prefer. They'll Think The Two Drinks Are Quite Different. They Are Tasting Images

We All Have A Tendency To Use Research As A Drunkard Uses A Lamppost – For Support, Not For Illumination.