But in the marketing world, trying to sell a product on the basis of “It’s just as good as the rest” - doesn’t really work.

They needed an EDGE.

During comparative product testing, it revealed the Duracell was in fact, better than the leading battery, in a particular way. They had discovered that Duracell batteries lasted longer, much lon

But just where do the ideas come from? How do the creators come up with the products and concepts?

Surely it’s based on massive research and development, huge capital investment, public scrutiny, market assessment - and that’s just a start.

WRONG! Whilst the above may be true of some products, services, systems, ideas and so on, the absolute best don’t involve any such in-depth planning - far from it.

I’m going to reveal to you the secret of how some of the biggest, best and hottest ideas are conceived. - and how some of the most successful ever product ideas, were positively the simplest.

Don’t get me wrong, product testing and market analysis is still very important, but completely pointless until you have clambered over the initial hurdle of ’thinking up’ a product.

Let’s look at a couple of brilliant examples of a product which is a world-wide name and multi-million dollar profit centers,

Firstly, just about everyone on knows about Duracell Batteries, and how they came from nowhere, and trounced the competition virtually overnight.

Was it because their batteries were better than the competition? No, not really….. Not in general terms. But the marketing people behind Duracell came up with not one, but TWO pieces of absolute sales and marketing brilliance.

Firstly, they looked at the competition, the market-place, the mode and method of battery sales, then compared their product side-by-side with other leading batteries. It seemed that their battery was just as good as the rest, or at least as good as the market leader.

But in the marketing world, trying to sell a product on the basis of “It’s just as good as the rest” - doesn’t really work.

They needed an EDGE.

During comparative product testing, it revealed the Duracell was in fact, better than the leading battery, in a particular way. They had discovered that Duracell batteries lasted longer, much lon

WRONG! Whilst the above may be true of some products, services, systems, ideas and so on, the absolute best don’t involve any such in-depth planning - far from it.

I’m going to reveal to you the secret of how some of the biggest, best and hottest ideas are conceived. - and how some of the most successful ever product ideas, were positively the simplest.

Don’t get me wrong, product testing and market analysis is still very important, but completely pointless until you have clambered over the initial hurdle of ’thinking up’ a product.

Let’s look at a couple of brilliant examples of a product which is a world-wide name and multi-million dollar profit centers,

Firstly, just about everyone on knows about Duracell Batteries, and how they came from nowhere, and trounced the competition virtually overnight.

Was it because their batteries were better than the competition? No, not really….. Not in general terms. But the marketing people behind Duracell came up with not one, but TWO pieces of absolute sales and marketing brilliance.

Firstly, they looked at the competition, the market-place, the mode and method of battery sales, then compared their product side-by-side with other leading batteries. It seemed that their battery was just as good as the rest, or at least as good as the market leader.

But in the marketing world, trying to sell a product on the basis of “It’s just as good as the rest” - doesn’t really work.

They needed an EDGE.

During comparative product testing, it revealed the Duracell was in fact, better than the leading battery, in a particular way. They had discovered that Duracell batteries lasted longer, much lon

Let’s look at a couple of brilliant examples of a product which is a world-wide name and multi-million dollar profit centers,

Firstly, just about everyone on knows about Duracell Batteries, and how they came from nowhere, and trounced the competition virtually overnight.

Was it because their batteries were better than the competition? No, not really….. Not in general terms. But the marketing people behind Duracell came up with not one, but TWO pieces of absolute sales and marketing brilliance.

Firstly, they looked at the competition, the market-place, the mode and method of battery sales, then compared their product side-by-side with other leading batteries. It seemed that their battery was just as good as the rest, or at least as good as the market leader.

But in the marketing world, trying to sell a product on the basis of “It’s just as good as the rest” - doesn’t really work.

They needed an EDGE.

During comparative product testing, it revealed the Duracell was in fact, better than the leading battery, in a particular way. They had discovered that Duracell batteries lasted longer, much lon

Firstly, they looked at the competition, the market-place, the mode and method of battery sales, then compared their product side-by-side with other leading batteries. It seemed that their battery was just as good as the rest, or at least as good as the market leader.

But in the marketing world, trying to sell a product on the basis of “It’s just as good as the rest” - doesn’t really work.

They needed an EDGE.

During comparative product testing, it revealed the Duracell was in fact, better than the leading battery, in a particular way. They had discovered that Duracell batteries lasted longer, much lon

But in the marketing world, trying to sell a product on the basis of “It’s just as good as the rest” - doesn’t really work.

They needed an EDGE.

During comparative product testing, it revealed the Duracell was in fact, better than the leading battery, in a particular way. They had discovered that Duracell batteries lasted longer, much longer than the others….. during ’continuous use’.

EUREKA! That was it! They had found their edge….. The marketing angle….. The secret weapon.

So now, we all know that …. “ Duracell lasts longer any other battery during continuous use “…..

They had found a NICHE in the battery market……. ‘continuous use’.

Why is this so important? Simple. Most people who use products which require batteries, seldom actually use the product (and therefore the battery) for long periods, i.e. continuous use - but rather use them in shorter, regular periods - like flash-lights, electric door-bells etc.

But that was of little importance - they marketed heavily on the ’lasts longer… ’ concept - with the funky little Duracell Bunny going on, and on, and on… and on……..

Duracell were not misleading anyone - they were completely truthful in their advertising, and with it, became a virtual household name overnight.

BUT - they also wanted a second scoop of the market, and devised yet another unbelievably simple, but so effective concept….. of gigantean proportions. What was it? Sell the batteries in PACKS! Simple but Brilliant!

Many readers may not recall, but before today’s multi-packs of batteries, they were simply sold loose, separately, individually. If you wanted just one - you went to the local store, and purchased just a single battery.

Now, Duracell decided to sell in multi-packs, and that was the only way to buy their new batteries. No singles. Period. Instead of selling one at a time, they sold FOUR At a time. Battery for battery, against the competition, they blew them away.

The multi-packs have another great side-effect. Some products which requi