So you've got a great innovation on your hands—a new product or service that is going to change everything. Well, soon you'll face your first battle: How to explain the thing. If it's new, it's going to take some explaining, but long explanations make for lousy marketing. So how do you talk about your innovation without killing the excitement?
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Made to Stick: How to Sell New Innovations Without Killing the Excitement
So you've got a great innovation on your hands. How to explain the thing?