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

David Scott Duncan, a managing director at Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations joins Enterprise Radio. Duncan is the author of The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior.

This episode of Enterprise Radio is in association with the Author Channel.

Listen to host Eric Dye & guest David Scott Duncan discuss the following:

1. The Secret Lives of Customers is written in a two-part format, the first being fictional. Why did you choose a fiction format?
2. The top message of your book is that in order to understand your customers you “need to think like a market detective.” Can you explain what that means?
3. You state that customers have “jobs to be done” and they “hire” companies. Can you give some examples?
4. How have things changed since the pandemic in the way we serve customers and meet their needs?
5. Who in an organization or company would benefit from your book – beyond the sales and marketing teams?
6. One of the key takeaways from the book is that organizations rely too much on market research and complicated data science to interpret customer behavior. What are some of the more practical methods that are missing today?

David Scott Duncan, author of The Secret Lives of Customers, is a managing director at Innosight, where he works with leaders to create customer centric teams, strategies, and organizations. He 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.

A leading authority on the theory and application of jobs to be done, Duncan has extensive experience conducting market investigations around the world. Prior to Innosight, he worked as a consultant at McKinsey & Company and earned a PhD in physics from Harvard. He lives with his family in Rhode Island.

Website: https://marketdetective.com

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