by Gerald Zaltman
The old 80:20 rule applies, Zaltman says, because 80 percent of new offerings fail. That’s because customers say they want something, but they don’t buy it once it is offered. He notes that 95 percent of thinking happens in our subconscious, so you have to dig deep to understand the mind of the market. It may sound like the Twilight Zone, but you neglect this book at your own peril.
