To solve this challenge, learn to think like a market detective.
David Scott Duncan shows you how in his instructive and entertaining story of Tazza, a fictional chain of cafes trying to go big time. The only problem: sales are declining, and its leaders can’t figure out why.
In response, they launch an investigation led by a cast of characters including Cate Forrest, Tazza’s CEO, Alex Baker, a self-described “Market Detective,” and Jordan Sims, a young computer whiz at Tazza. Together, they discover why even their most loyal customers walked out the door – and how they can get them back.
The key lesson 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 these jobs and “fire” them when unhappy. Through vivid characters and situations that people working in any kind of organization can relate to, The Secret Lives of Customers provides an innovative path and practical tools for solving whatever market mysteries you face.
“Prepare to be hooked! With style, humor, and a lighthearted parable, The Secret Lives of Customers will help you see your customers with fresh eyes… and keep you smiling, nodding, and eagerly turning the pages for more.”
Safi Bahcall
author of the international bestseller
Loonshots
Shows how readers can be the “Sherlock Holmes” of their business – by asking the right questions, gathering clues, identifying patterns, and developing insights into how to truly improve their customers’ lives.
Broad audience: Everyone in an organization – including those working in executive leadership, marketing, innovation, product development, sales, customer service, and even departments such as HR or Finance – needs to think like a market detective so they can stay attuned to what customers want, today and in the future.
The COVID era, characterized by radical changes in the way people are living and in the way organizations are operating, makes understanding the changing priorities and circumstances of customers – and finding new ways to serve them – more important than ever.
