"The idea of laddering
emotions is very powerful ... taking the features that
people are talking about and linking those to the emotions
that they're really looking for" - John Parker,
Vancouver, BC
(click play twice to start)
"Whatever the price is,
it's going to be a lot cheaper than spending years trying to
market a message to people that is the wrong message, because that's a very
expensive business mistake. So whatever you pay up front to learn
how to research the market I think is money very well spent"
