Harvard Business Review, 2017: "Customers need the right mental model to understand why they need your product. To sell your idea to executives, buyers, and users, you have to change not only what they think, but how they think. Without the right mental model, they won’t see the problem, understand the benefits, or make the change.

Harvard Business Review, 2017: "Customers need the right mental model to understand why they need your product. To sell your idea to executives, buyers, and users, you have to change not only what they think, but how they think. Without the right mental model, they won’t see the problem, understand the benefits, or make the change.