From Publishers WeeklyrnHarvard Business School professor Zaltman notes that despite enormous amounts of time and money dedicated to customer surveys and marketing, approximately 80% of all new products fail within six months or fall significantly short of their profit forecast. This shouldn't be surprising, he convincingly argues, since a great mismatch exists between the way consumers experie…
Di usia lima puluhan, Michael Gates Gill telah memiliki segalanya: rumah mewah di pinggiran kota, istri dan anak yang penuh kasih, jabatan senior eksekutif di perusahaan advertising internasional, dan lulusan Yale. Namun, dalam waktu singkat, dia kehilangan pekerjaannya, bercerai, dan didiagnosis menderita tumor otak. Tanpa uang dan asuransi kesehatan, dia terpaksa bekerja di Starbucks. Turun k…