“We don’t have any
leakage problems.”


Barrier 6:
Your product solves a problem customers
don't even know that have.

Then why was there hydraulic fluid all over the floor?

And why did the workers have their pants rolled up to keep them from getting oily? Since the workers lived with the leakage problem for years, they made the problem go away—in their minds, that is. 

So our test concept offering to solve their leakage problems flopped. 

But customers did say they had problems with tape. It shredded and shook loose and caused leaks. Tape was the problem in the customer’s head. 

That was the way into their minds I was looking for.  


Sales increased 65% over the previous year, a record-breaking success.


Joe Hoke • Lawson & Hoke • 14 Spring Street • Collinsville, CT 06019 • (860) 693-6499 •