Abstract
IN 1940 the American people spent $113,580,000 to buy 1,552,666 household washing machines. That is big business! But the only way the washing-machine industry could become a big business, and the only way it can remain a big business, is by supplying machines that fulfill the users' actual needs and desires. In practice, this means that the industry must anticipate by several years what features washing-machine buyers will want.
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