Survival is Not Enough/Godin 184-186

185 Schrage believes you can tell a lot about a company by the way it prototypes, and I agree.

186 The danger, of course, is in falling in love with prototyping and never actually shipping the product.

By parading concept cars in front of the public, Chrysler accomplishes four things.
1) It positions its brand as forward-thinking and cool.
2) Its gets valuable feedback about what the public wants and doesn’t want.
3) It signals future mates (the public and its dealers) that it’s healthy.
4) It implements the Red Queen and changes the market-place for its competitors. It can wreak havoc in a market it’s not even in just by displaying a car it may or may not make several years from now.