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Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Rule Developing Experimentation or RDE is a systematized solution-oriented business process of experimentation that designs, tests, and modifies alternative ideas, packages, products, or services in a disciplined way using experimental design, so that the developer and marketer discover what appeals to the customer, even if the customer can''t articulate the need, much less the solution. Rule Developing Experimentation was developed by Moskowitz Jacobs Inc. in cooperation with Professor Jerry (Yoram) Wind (Wharton School of Business at University of Pennsylvania). The term was initially coined by Dr. Howard R. Moskowitz and Alex Gofman in a series of articles and conference papers. The paradigm for systematic design and developing/using the rules in various applications was formalized in their book Selling Blue Elephants: How to Make Great Products That People Want Before They Even Know They Want Them (Wharton School Publishing, 2007).