Bringing a new product to market need not be as difficult as it sounds.   It's critical to success that the product is easy distribute, the technology is simple, people view the product as unique, the benefits are obvious & you can sell the product at 4x-5x manufacturing cost.

Unlock key behaviors of customers by understanding: reciprocity, consistency & commitment, likability, authority, social proof, scarcity

This book is one of the premier looks at the very challenging world of professional services marketing.