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Monday, May 12, 2003 ( 3:30 PM ) Steve Imagination is more important than knowledge. (Albert Einstein) If this statement is correct, then shouldn't we leverage our abilities by understanding how to use imagination on a daily basis. That's why I believe the book 'Applied Imagination' can be very helpful in creating new products or services. I also noticed a great statement in the book: How Customers Think. Metaphors also affects imagination... Without imagination, we could never interpret out experiences... ...metaphor is the engine of imagination. When I read these statements everything just seemed to click. Like a light bulb turning on in a dark room. When we combine metaphor with a visual, we have a powerful way to manipulate ideas and be creative. Spend some time with your customers and find out what metaphors they hold in terms of your products; then use those metaphors to market your product. For example: Chevy Trucks -- Like a rock. # |
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