{"product_id":"9780137049721","title":"Buy It!: Whats in It for Your Customers?","description":"\u003cp\u003eThis Element is an excerpt from \u003ci\u003eSo What?: How to Communicate What Really Matters to Your Audience \u003c\/i\u003e(ISBN: 9780137158263) by Mark Magnacca. Available in print and digital formats.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eHow to uncover and communicate the “So What?” benefits your customers really care about: the benefits that drive breakthrough success--in products, services, and in your own career!\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003eAt the 1964 New York World’s Fair, AT\u0026amp;T first presented its breakthrough in telecommunications: the PicturePhone. Hailed as a technological marvel, the PicturePhone ended up being what can only be described as a failure--but it was not for lack of trying on AT\u0026amp;T’s part....\u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47106455142640,"sku":"9780137049721","price":1.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780137049721_p0.jpg?v=1763641858","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780137049721","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}