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October 2003

Letting Buyers Sell Themselves

Customers want the opportunity to convince themselves that new products are indispensable.

By Michael Schrage

I hate being sold. New-product propagandists annoy me. Innovation entrepreneurs oozing charisma over their brilliant ideas also fail to persuade. As the poet observed, "A man convinced against his will is of the same opinion still." In other words, while I'm happy to change my mind, I'd really rather change it myself.

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