Letting Buyers Sell Themselves

摘要

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. That do-it-yourself attitude is at the stubborn heart of a major marketing dilemma for innovators.