Why Would I Buy Your Product and Not The One Next To It?

You’ve decided to launch a new product and you’re very excited. You have no doubt that it is good. Actually, it’s clearly the best in its class. In an ideal world, you easily deserve to be the market leader.

The question is, are we living in an ideal world?

Let’s say you’re about to launch an anti-perspirant deodorant. Most of the products on…