If you solve both the consumer problems and the corporate problems, you can win at this game. If you reinvent what a corporation is currently selling, it can often make the leap.

Since its founding, Brooks Instrument has been producing devices that measure and control the flow rate of fluids used in manufacturing processes. And for all those years, the company has relied on the standard marketing package for its sector: earnest, information-crammed manuals and brochures.

When designing your product, go beyond consumers' current knowledge base. Design, test, and dig deeper than almost any client would pay you to do.

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