Download The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior Audiobook

The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior Audiobook, by David S. Duncan Extended Sample Click for printable size audiobook cover
Author: David S. Duncan Narrator: Terrence Kidd Publisher: PublicAffairs Format: Unabridged Audiobook Delivery: Instant Download Audio Length: Release Date: May 2021 ISBN: 9781549136269
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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 solve this challenge, start by thinking like a market detective.

David Scott Duncan shows how in his entertaining and instructive tale of Tazza, a fictional regional chain of Boston-based cafés trying to go big time. The only problem is that sales are declining at several key stores and they can’t figure out why.

The cast of characters include Cate Forrest, Tazza’s CEO, Alex Baker, a “market detective,” Jordan Sims, a young computer whiz at Tazza, and Ed Amato, the “mayor” of Tazza—their most loyal customer—who has stopped visiting their stores. Through their investigation, the team discovers why the “mayor” has fired Tazza, a revelation that leads to the “a-ha moment” that enables the company to get its ship in order. 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.

Duncan’s fresh way of thinking about how to understand your customers provides an innovative path for solving whatever market mysteries you face.

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Quotes & Awards

  • “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.”

    Safi Bahcall, author of Loonshots

  • “A page turner that reads like a mystery but filled with practical insights for sleuthing out what your customers really want. With a cast of characters you’ll easily recognize, Duncan’s story is a blueprint anyone can use to solve the mysteries of customer behavior.”

    Mark Bertolini, former chairman and CEO, Aetna

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About the Author

DAVID S. DUNCAN is a senior partner at Innosight, and adviser to senior executives on innovation strategy and growth, helping them navigate disruptive change, create sustainable growth, and transform their organizations to thrive for the long-term. He is a graduate of Duke University and earned a Ph.D. in physics from Harvard University.