Gtone Episode 24 - Selling Blue Elephants Mr Bell

In Episode 19, The talk of two Malcolms, Malcolm Gladwell spoke of the genius of Howard Moskowitz and his ability to fundamentally grasp the nature of consumer taste. In this episode we continue the thread of Product Design and Consumer Behavior with an interview with Howard.

How do companies figure out what consumers want? For example, when you look at all the different types of spaghetti sauce in the grocery store, do you wonder how the endless varieties were developed? In many cases, the companies may have just guessed, but they also may have used methods developed by Howard Moskowitz, an expert in the field of psychophysics, and author of the upcoming book Selling Blue Elephants. Howard Moskowitz is the CEO of i-Novation Inc as well as President of Moskowitz Jacobs Inc., a firm he founded in 1981. He is both a well-known experimental psychologist in the field of psychophysics and an inventor of world-class market research technology.

We also reach back into the archives for a 1954 General Motors Chevrolet sponsored short film entitled "What Mr Bell had in mind". This features DON AMECHE recreating his famous movie role as Alexander Graham Bell. Mr Bell discusses proper telephone etiquette.

The music features Robin Tymm and "Telephone Line" courtesy of music.podshow.com

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