have dropped precipitously. The board is meeting next week. Bob, founder and
long-time CEO, is urged by his team to hire an expensive management consulting
firm and drastically cut costs as a last ditch effort to improve the company’s
is the story of how Bob puts the principles put forth in Chuck Wall’s Customer
CEO: How to Profit from the Power of Your Customers to work. Bob has been
running his company as if he controls the customers. Bob is urged to stop, look,
and listen because, today, the customers are in control. They are the bosses,
the customer CEOs, and they control the company’s destiny.
must learn to understand his customers’ needs, and, more importantly, embrace
their power. The three essential steps are to STOP seeing things from the
corporate CEO’s point of view, LOOK at everything from the customer’s point of
view, even when it hurts, and LISTEN deeply for what the customers’ needs are.
This short, entertaining business tale chronicles Bob’s ultimate recognition of
his customers as CEOs.
Chuck Wall is an expert in understanding the needs of customers, having
interviewed and surveyed more than 100,000 of them in virtually every business
category. Chuck has helped hundreds of companies, from the Fortune 100 to
start-ups, acquire hundreds of thousands of new customers.
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