These guys decide our
fate with technology

Have you ever struggled with the features on your cell phone, DVD player, or TV? Do web sites sometimes lose your data? Does it ever seem impossible to get useful search results on the Internet?

Technology products suffer because the people who design them—the entrepreneurs, market researchers, product managers, and engineers—all have completely different visions of how consumers use their products.

To create products consumers love, these folks need to read Five Myths of Consumer Behavior. They need a single model based on factual consumer research to inspire their products to meet our needs, not theirs. We don’t need more features, we need better results.

And, since these guys are so different, they don’t shop together either. Stock your first copy in the business section, and stock extra copies in your technical sections.

Distributed by Midpoint Trade Books.
Available from Ingram and Baker & Taylor

See also Specifications and Book overview