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How to Find and Win Over Comparison Shoppers

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This story appears in the July 2012 issue of Entrepreneur. Subscribe »

Let's say you're in the market for a new iPad case. You want something strong and sturdy for travel, but also sleek and stylish. And you'd like it to be black and olive green. Or aubergine.

In other words, you are me. Last fall I started rooting around for that very case, querying on Twitter and Facebook and weighing pros and cons. Someone suggested I check out the Dodocase, which resembles a Moleskine notebook. I loved the look but wasn't completely sold. I tweeted once more: "Looking @DODOsays iPad cases--and *this close* to pulling the trigger ... Any opinions out there?"

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