“They’re Not All The Same”
Judy’s company produces a high quality water container serving the recreational market. When I arrived, Judy and her Sales Manager, Bill, were brainstorming about new product concepts for their served market. To achieve their growth goals, they needed to launch a new product that would capitalize on their success and be distinctive enough to appeal to their market. One of their employees had recently told Bill about his friend who was using their key product …
