The final in a series of six training video snippets. In our final snippet of this series, we acknowledge that sometimes being first to market can carry great risk,  especially if the concept is very new to purchasers and thus difficult to understand. In order to reduce market risk, with a new concept it is useful to use a technique we refer to as ‘Coupling’ to essentially remove the feeling of absolute newness and high novelty in the eyes of the purchaser.