George Castellion’s goal is to share his understanding of:

• Finding good customers for a product concept
• Mastering the skill of elicitation.
• Marketing the intelligence, gathered and analyzed, to the top decision maker.

His prime resource is insight from consultant work in hundreds of VOC projects for clients in US, EU, and Asia. Prior to his consulting work, he held R&D management, and marketing management roles in US firms. He has a PhD in Physical Chemistry from the University of Rochester.

Other resources are experiences from his work as: A member of the editorial board of The Journal of Product Innovation and Management; President of the Product Development and Management Association; and Founding Director of the Frontier Dialogues on the Front End of Innovation Conference.

George’s blogs Discovering what customers really want -and why, and New Product Success (co-author, Steve Markham) reach readers in more than 30 countries.

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