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The Secret Lives of Customers


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About the Author

David Scott Duncan is a managing director at Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. He is the coauthor of two previous books, including the Wall Street Journal bestseller Competing Against Luck: The Story of Innovation and Customer Choice, written with the legendary 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 for four years as a consultant at McKinsey & Company and earned a PhD in physics from Harvard. He lives with his family in East Greenwich, RI.


"A fresh approach to understanding what customers really want, told through an entertaining detective story. This is essential reading for anyone looking to understand their customers, today and in the future."--Karen S. Lynch, president and CEO, CVS Health
"A grand slam: an excellent detective story, with key lessons that are easy to grasp and rigorous. Learning to understand customers has never been so much fun--and so easy."--Jacques Goulet, president, Sun Life Canada
"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
"David Duncan's refreshingly human detective story enlightens and entertains while reminding us that 'small data'--curious conversation, the right questions, and empathy--may be the most powerful tools we have for uncovering what customers want from us."--Paul LeBlanc, president, Southern New Hampshire University
"Prepare to be hooked! With style, humor, and a lighthearted parable, TheSecret Lives of Customers will help you see your customers with fresh eyes. Dave Duncan explains the 'jobs to be done' concept better than anyone, and keeps you smiling, nodding, and eagerly turning the pages for more."--Safi Bahcall, author of the international bestseller Loonshots
"The promise of the data and analytics revolution for improving customers' lives can only be realized if it's focused on asking--and answering--the right questions. Duncan provides a blueprint for how to do just this, and does so through an engaging, accessible story that everyone can relate to."--Brian Cassin, CEO, Experian

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