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
435 Entrepreneurial Marketing by Philip Kotler
434 Epic Content Marketing by Joe Pulizzi
433 Bullseye Marketing by Louis Gudema
432 Get to Aha by Andy Cunningham
431 Leading Growth by Anthony Iannarino
430 Marketing Metrics by Christina Inge
429 Primal Storytelling by Anthony Butler
428 Assemblage by Emmanuel Probst
427 Myths of Branding by Andy Millgan
426 Magic Words by Jonah Berger
425 Social Selling by Tim Hughes
424 Trust Signals by Scott Baradell
423 Creating Superfans by Brittany Hodak
422 The Martech Handbook by Darrell Alfonso
421 The Power of Scarcity by Mindy Weinstein
420 Selling in a Crisis by Jeb Blount
419 Belonging to the Brand by Mark Schaefer
418 Myths of Social Media by Ian MacRae
417 Happy Work by Nicholas Webb
416 From Backroom to Boardroom by Debbie Qaqish
Create your
podcast in
minutes
It is Free
The emPOWERed Half Hour
Right About Now with Ryan Alford
The Marketing Secrets Show
B2B Agility™ with Greg Kihlström
The Agile Brand™ with Greg Kihlström
The Goal Digger Podcast