Final Script
Here is the way the final script looks. Try delivering it aloud as you read it. Now it is prepared for your easy delivery!
CUSTOMERS DON'T ALWAYS KNOW WHAT THEY WANT
ESPECIALLY BEFORE THEY SEE A NEW PRODUCT OR TECHNOLOGY.
FOR EXAMPLE, IMAGINE A MARKET RESEARCHER, 80 YEARS AGO,
TRYING TO GAUGE CUSTOMER REACTION TO A NEW PRODUCT,
THE AUTOMOBILE.
IF HE SIMPLY DESCRIBED THE PRODUCT,
THE CUSTOMER PROBABLY WOULD HAVE SAID THAT CARS:
WOULD BE TOO COSTLY AND DIFFICULT TO OPERATE,
WOULD GET STUCK IN THE MUD
AND WOULD GENERALLY BE UNRELIABLE.
THE RESEARCHER MIGHT HAVE CONCLUDED, JUSTIFIABLY,
THAT THE COMPETITION OF THAT TIME, THE HORSE,
WAS JUST TOO WELL SUITED TO CUSTOMER NEEDS
TO PERMIT SUCCESSFUL MARKET ENTRY.
THE PRODUCT, THE AUTOMOBILE, MIGHT HAVE BEEN LABELED:
A BAD PRODUCT,
A POOR RISK,
A BUMMER!