Willard Zangwill

Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at asyverson@ierpartners.com.

Think about the last time you were excited by a product you saw in a catalog, store or online. What was it that made you take notice? What prompted you to buy it? For product developers, getting to the heart of these questions provides the insights that can help turn ho-hum product concepts into winning sales successes. In Willard Zangwill’s book, “Lightning Strategies for Innovation,” he references the Kano Model as a way to think through product development. From a customer’s viewpoint, a product has three types of features: • Presumed. These are the ones the customer assumes the product will

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