Image and ego are two of the most powerful driving forces in the minds of consumers worldwide. Product developers and entrepreneurs who come up with products that appeal to image and ego will always have an eager audience.

An example that comes to mind is the person who developed "nose-bows" in Mexico, and made a fast fortune with a simple inexpensive product. It seems that this entrepreneurial product developer noticed that as Mexican social climbers became more affluent, they would invariably have plastic surgery done on their noses to "turn them up" a little bit. This change in the proboscis would supposedly "elevate" their social status by making them look less like an "Indian" and more like a "Spaniard."

Our clever inventor thought it unjust that only the rich people could afford such a "Spaniard look" and he came up with an inexpensive little piece of plastic that could be worn, undetected, just inside the nose, and offered the same "Spaniard look" for pennies instead of the hundreds of dollars for the operation. The product was an overnight success and made the inventor a rich man.

Another example of need versus desire can be found in products sold on the basis that they will enhance wealth. One person who has enough money to get by may purchase the product out of a "need" to make enough money to pay present bills. All of the products and seminars aimed at "opportunity seekers" are positioned to appeal to their "anticipation of gain" or their "fear of loss."

To the entrepreneur and new product developer, sales based on desire or need are equally appreciated. We are lucky that no two of us were created the same, because if we were, the entrepreneurial opportunities would have been drastically limited. Because we are each driven by different needs and desires, we are blessed with a huge market for lots of different products.

The ideal product is one that appeals to several different market segments, for different reasons, and can be supplied to the different segments through different channels of distribution. For example, it appeals to middle income homemakers who can purchase the product out of IMPULSE t the grocery store, and in different packaging, it appeals to upscale upper income shoppers who can purchase it out of a desire to please others (a gift) at a department store.

The above article was taken from James F. Riordan's classic book, HOW TO EVALUATE THE POTENTIAL FOR SUCCESS OF A NEW PRODUCT OR TECHNOLOGY. Riordan's highly-acclaimed, 36-point system is a valuable tool for inventors, product evaluators or anyone interested in the invention process. Each section is followed by a comprehensive questionnaire that can be used to evaluate your product.

The highly-recommended book can be ordered through Dream Merchant, 2309 Torrance Blvd., Suite 104, Torrance, CA 90501. The phone number is (310) 328-1925.