Make sure you understand what shoppers do to afford your item and how that process can drive greater desire or distraction.
Read MoreWhile demographic profiles are an easy way to look at your prime prospects, they are often not the right way to guide decisions.
Read MoreWhy going after a larger market or broader population doesn't always produce better results.
Read MoreMany products fail not because the product is bad, but because the company fails to change an established behavior.
Read MoreYour customer is probably an idiot, with far less understanding of your category than you'd ever imagine.
Read MoreThe best ideas can always be made better by listening to shoppers. If you think your product is already perfect, you're wrong.
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