Those ignorant of the mistakes of the past are bound to lose a lot of money.  That's why Bob McMath founded the New Products Showcase and Learning Center--a "Smithsonian for Stinkers," <i>Business Week</i> dubbed it.  There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry.  Their mission: to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies.<br><br>In <b>What Were They Thinking?</b>, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learned  from his long experience with clods and clunkers.  As <i>People</i> magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how to:<br><br>  Steer clear of the number one killer of new products  (page 129)<br><br>  Develop a marketing campaign based on a "Significant Point of Difference"  (page 183)<br><br>  Take advantage of eight  "Hot Buttons for Success in the Millennium"  (page 101) <br><br>  Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"  (page 28)<br><br>  Combat "Corporate Alzheimer's"  (page 4)<br><br>and much more !