Too many new products fail. New products which are hard to differentiate from existing products won't capture the customer's imagination. The failure is due to a poor understanding of customers' needs. Companies need to take a radical approach to identifying customers' real needs, and this book demonstrates innovative ways to achieve this.

A story of those magical years for a boy, and his family, while growing up from age one to eleven in the little farm community of Princeton, Illinois during 1935 to 1945. From the later days of the Depression through WWII, this autobiography reminisces memorable moments from Fireside Chats with FDR, Sunday night radio, rationing, elementary school days, the Civilian Defense Corp (CDC), and the boys and their toys. The book offers a mixture of humor, history, and every day family events...