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MDG team reading this book, primarily to compare its message to the "features vs. benefits" sales technique related to 'need satisfaction selling.' Author comments that we don't buy on needs anymore - all our needs are met. We buy on wants - and as a result, we need an emotional story (a 'lie') to connect us to the product or service.
Written in a stream of consciousness style with short bites of commentary. Easy to read, thought provoking.
hbs posted this review Monday, January 21 2008.
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