Flirting With the Uninterested: Innovating in a "Sold, Not Bought" Category
by Maria Ferrante-Schepis, G. Michael Maddock
A guide to innovating and creating demand in industries where customers resist new products and purchases must be actively sold rather than naturally sought.
About This Book
Flirting With the Uninterested explores strategies for driving innovation in categories where customers are resistant to new offerings.
The authors draw on real-world experience to address the unique challenges of selling in markets where demand must be created rather than captured.
Readers will learn approaches for reframing value propositions and engaging audiences that typically avoid change.
The book provides actionable insights for professionals seeking growth in difficult or saturated markets.
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