Unlock the Secrets to Creating Products People Can’t Resist Every product maker dreams of hearing customers say, “I need that!” But how do you create something so compelling that owning it becomes non-negotiable ? “I Need That” reveals the psychological triggers and brain science behind products people crave. This game-changing guide shows you how to: Tap into the most powerful human needs to drive product development - Use behavioral psychology to turn casual shoppers into passionate buyers - Avoid the 2 great pitfalls that doom most new products to failure - Future-proof your business by capitalizing on emerging needs Written in a witty, entertaining style and brimming with vivid, real-world examples, each chapter culminates in a set of practical, ready-to-implement actions designed to be completed in 10-30 minutes each. Over 100 in all, these quick wins will help you: Refine your product strategy - Enhance your marketing approach - Strengthen your connection with customers This book is your roadmap to creating truly desirable products that fly off the shelves. Whether you're a startup founder, product manager, or CMO, “I Need That” will transform how you approach product creation and marketing. Make YOUR product the one they can’t live without. For stronger sales, glowing reviews and loyal customers, it all starts here. "Do you want to create a new product?....STOP!!! 70% - 95% of new products end in complete failure. Read this book first before you spend your first buck. This should be required reading for all college business courses and entrepreneurs. This isn't like a lot of other business books filled with boring business anecdotes and thin on tactics. No word is wasted with Mandin's thoroughly researched, concise, and clever writing. Each chapter contains three sections filled with science-backed tactics. Each chapter has.... 1. Introduction of the a key Product Marketing concept 2. Bulletized list of key insights from the chapter 3. Quick Win tactics to get traction fast "The power of this book lies not just in reading it and remembering a few sparkly new ideas, but in applying its principles directly to your work. These quick wins will help you make tangible progress in refining your product strategy" and help boost your success.. Product Development is a Business Development specialty. As author of the Business Development Body of Knowledge, I was delighted to see Mandin consistently reference science-based BD fundamentals grounded in neuroscience, human behavior, and product development industry best practices. Humans spend 45.9% of waking hours daydreaming. This book will teach you the Gourville Formula for products 10X better than others making your customer's Third Self incessantly dream about buying your solution. Product Developers, buy this book for you and your teams. You will be quickly CLIMBing over your competition today! Trust me...You Need This." — Anthony Gray, BDP, Editor CGO Magazine, Author BD-BOK, Director GBDA "After decades marketing products like GoPro, Sonicare and the George Foreman Grill direct to consumers, I can say this: product makers NEED this book. It's an invaluable guide that will save inventors and product developers substantial time and money on their path to market." — RICK CESARI, Author of Buy Now and Building Billion Dollar Brands