Why smart managers don't think straight

This is a shortened version of a prize winning paper presented at the ESOMAR Congress 2002. Omar Mahmoud asks why so many new products fail.

Why Smart Managers Don't Think Straight

Omar MahmoudProctor & Gamble

'Everyone complains about the badness of his memory, nobody about his judgment.'
La Rochefoucauld.

This article provides an alternative to the traditional...