Assessing Impact of Media

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Don’t Sell a Product, Sell a Whole New Way of Thinking

True innovations are all too often ahead of their time. On the Harvard Business Review blog, Mark Bonchek argues that for innovations to succeed they need to change the “mental model” of buyers and users.  Successful entrepreneurs “are able to shift how people think not only about their product, but about themselves, the market, and the world.”

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