The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior by David Scott Duncan
About the Book:
A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them?
Customers can be a mystery.
Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.
To crack the case, start thinking like a market detective.
David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why.
The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.
The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.”
They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy.
Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.
About the Author:
David Scott Duncan is a managing director at the strategy and innovation consultancy Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations.
He is a leading authority on the theory and application of “jobs to be done,” with extensive experience conducting market investigations around the world.
David is the co-author of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the late Harvard Business School professor Clayton Christensen.
Prior to joining Innosight, he worked as a consultant at McKinsey & Company, earned a Ph.D. in physics from Harvard University, and an undergraduate degree in philosophy from Duke University.
Click here for this episode's website page with the links mentioned during the interview...
https://www.salesartillery.com/marketing-book-podcast/secret-lives-customers-david-duncan
490 Inside The Black Box by Bob Hoffman
It's Time: I'm Going to Retire
489 The Content Entrepreneur by Joe Pulizzi
488 Social Media Explained 3.0 by Mark Schaefer
487 The ABM Effect by Alisha Lyndon
BONUS! They Ask, You Answer in German by Rene Neubach
486 Public Speaking With Confidence by Philipp Humm
485 The Customer Copernicus by Charlie Dawson
484 The Unsold Mindset by Colin Coggins and Garrett Brown
483 Immersion by Paul Zak
482 Designing Brand Identity by Rob Meyerson
481 B2B Social Selling Strategy by Julie Atherton
480 MKTG STINX by Bob Hoffman
479 The Brand Benefits Playbook by Allen Weiss
478 Organic Social Media by Jenny Li Fowler
477 Social Media Strategy by Julie Atherton
476 The Perfect Story by Karen Eber
475 Second Skin by Jason Miller
474 The AI Playbook by Eric Siegel
473 The Sale Is In The Tale by John Livesay
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
The Agile Brand™ with Greg Kihlstrom
B2B Agility™ with Greg Kihlström
eCommerce Fastlane: Shopify Experts Share Strategies for Acquisition, Conversion, Retention | Grow Your Shopify Store with DTC Marketing Tips