How to Sell Anything - The "MAYA" Principle

Here is a brief synopsis of an article written about Raymond Loewy, the father of industrial design, on his philosophy about what it takes to sell something new: He believed that consumers are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible. Loewy called his grand theory “Most Advanced Yet Acceptable”—M.A.Y.A. He said to sell something surprising, make it familiar; and to sell something familiar, make it surprising.

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