Successful companies build products that appeal to the customers' self interest rather than their own.
Rajesh SrivastavaOne company that follows this principle is Apple. By appealing to consumers' self-interest, it provides them the emotional reasons to buy. The rational reasons to buy, in terms of benefits and features, are secondary.
Also read his related column here.
(If you have any questions, please write to askrajesh@foundingfuel.com)
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About the author
Rajesh Srivastava has 3 decades of corporate & academic experience. He has reenergised companies, including J K Helene Curtis Ltd., & nurtured brands like, Bagpiper whiskey, Royal Challenge whiskey, Blue Riband gin, Blue Riband Duet, Park Avenue range of deodorant & personal care products. He is part of the Visiting Faculty at IIM Indore. He is an alumnus of IIT Kanpur & IIM Bangalore. He is currently working on his first book.
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