If you are ready to start a new business or launch a new product, you need this book. Although most entrepreneurs work long hours, most fail. Although most new products look good on the drawing board, most fail. Most of these failures are not due to lack of effort on the part of the marketers, but due to lack of insight into the minds of the consumers. It’s not about working harder, but working smarter. It’s not about having a bigger advertising budget, but spending it wisely. It’s not about doing more marketing research, but researching the right things, in the right way. This book provides insight into the eleven biggest stumbling blocks in front of you and how to overcome them. This book has been adopted as the textbook for the consumer behavior course at the University of the People, a tuition free university affiliated with the United Nations Global Alliance for Information and Communication Technologies and Development.