We don’t know what consumers don’t buy.  We know what they do buy.

Walk in the shoes of your consumer.  Know who they are, their likes and dislikes.  Understand their psychology, emotional needs and relationship with what they consume. Visualize all the aspects of their lives.  There will always be a space in the market for that cutting edge design beyond basics, beyond what we know.

An Orson Welles quote sums it up, “Don’t give them what you think they want; give them what they never thought was possible.”

Images: Walking Artists, Luigia Martelloni, Santa Monica Art Studios.

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