Laurier Mandin | Author of “I Need That”

Laurier Mandin
Author of
I Need That

About Laurier

Hi! I’m Laurier Mandin, a product marketing expert with over 30 years of experience helping innovators create and sell products people truly need.

As the founder and lead consultant of Graphos Product, I’ve guided numerous startups and established brands to market success through need-centric product development and compelling marketing strategies.

With a deep understanding of consumer psychology and behavioral economics, I bring a unique perspective to the world of product creation and marketing.

My insights have helped transform struggling products into market leaders and have launched numerous innovations to commercial success.

I Need That: Creating and Marketing Products People Are Compelled to Buy:

In this groundbreaking book, I reveal the secrets behind products that capture hearts, minds, and wallets.

I Need That is an essential guide for entrepreneurs, product managers, and marketers who want to create products that resonate deeply with their target audience.

What You’ll Learn in the Book:

The psychology of consumer needs and how to tap into them
Strategies for overcoming buyer resistance
How to position your product as a “must-have”
Techniques for creating uniquely compelling marketing messages

“After decades marketing products like Sonicare, the George Foreman Grill and GoPro direct to the consumer, I can say this:

Product makers NEED this book.

It’s an invaluable guide that will save inventors and developers substantial time and money on their path to market.”

— Rick Cesari, author of Buy Now and Building Billion Dollar Brands

Other Countries

Canada

Book Summary

Unlock the Secrets to Creating Products People Can’t Resist

Every product maker dreams of hearing customers say, “I need that!” But how do you create something so compelling that owning it becomes non-negotiable?

I Need That reveals the psychological triggers and brain science behind products people crave.

This one-of-a-kind guide shows you how to:

• Tap into the most powerful human needs that relate to your product

• Use behavioral psychology to turn casual shoppers into passionate buyers

• Avoid the pitfalls that doom most new products to failure

• Future-proof your business by capitalizing on emerging needs

Each chapter concludes with practical, easy-to-implement actions you can take immediately to improve your product’s chances of success.

These quick wins will help you:

• Refine your product strategy

• Enhance your marketing approach

• Strengthen your connection with customers

Packed with actionable strategies and real-world examples, this book is your roadmap to creating products that fly off the shelves. Whether you’re a startup founder, product manager, or CMO, I Need That will transform how you approach product creation and marketing.

Make your product the one they can’t live without.

For stronger sales, glowing reviews, and loyal customers, it all starts here.

Available in hardcover, paperback, e-book and audiobook versions

Become a Smarter Marketer in 1-2 Minutes a Day

Now in audiobook voiced by the incomparable Dean Wendt.
Get it on Amazon, Audible and Apple Books

Need an expert team to take your consumer or B2B product to market?
Check out Graphos Product