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Case 11.1 provides details about how Fadell and Rogers came up with the idea for the Nest thermostat. From Chapter 2 (sorry, I know that was a long time ago :), we know there are 3 primary ways entrepreneurs identify opportunities. What are the ways that Fadell and Rogers identified the opportunity for a smart thermostat? Explain your answer.
Chapter 11 refers to guerilla marketing as “a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques” (p. 406). Give me some examples of guerilla marketing that Nest used.
At the top right of page 417 in Case 11.1, there is an excerpt from Nest’s website. Notice that it is in a very informal writing style. Based on my mini lecture from this week, why do you think Nest is being so informal?


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