For example, some manufacturers believe that if they can “build a better mousetrap, the world will beat a path to their doors.” But they are often rudely shocked. Buyers may be looking
for a better solution to a mouse problem but not necessarily for a better mousetrap. The better
solution might be a chemical spray, an exterminating service, a house cat, or something
else that works even better than a mousetrap. Furthermore, a better mousetrap will not sell
unless the manufacturer designs, packages, and prices it attractively; places it in convenient
distribution channels; brings it to the attention of people who need it; and convinces buyers
that it is a better product.