Prove it Before You Promote It - Steve Cuno

I had an idea to specialize my company, to help brand it and be more attractive to customers. My business coach said, 'How do you even know they care about that?' Well I can only assume.........but that let me to buy this book and I'm reading it now. The main point is that you have to test and measure, and that gut feelings or a hunch is a poor substitute.