See, Feel, Think, Do


ABOUT THE BOOK
See, Feel, Think, Do describes a simple, yet powerful, technique that lies behind some of the best inventions and most innovative service ideas in business today. Put simply, it uncovers the basic principles of observing, engaging and empathising with your customers, to develop ideas that solve their real needs. We don’t trash the idea of traditional research, but we do explore why, a lot of the sophisticated customer research conducted by organisations is a waste of money, distances them from customers and is actually ignored by many entrepreneurs and business leaders. So much traditional research relies on the use of interviews and focus groups rather than real-life observation. These methods collect rational views about what customers think, and sometimes how they feel, about their experience. But customers are rarely able to articulate creative ideas for making the experience better. The processes described in See Feel Think Do have been around for as long as people have wanted to sell anything to anyone but its power has been overshadowed by the growth in market research techniques which are often divorced from the real world in which we all live. For a while it looked as if MBA models were in danger of taking over from good old human instinct. Now we are seeing that most of the new and innovative business ideas are coming from entrepreneurs who operate more from their own observations and insights rather than analytical research. Successful entrepreneurs watch and empathise with customers in shops, on planes, on the streets, even in their homes and ask “why are people behaving in the way they do and what can we do to make their experience better. The techniques have produced the Walkman and the I-pod, it has led to drive-through check-ins and low cost flights, it has affected the way that Heinz market Ketchup and the way NASA teach their astronauts safety. Short, simple and to-the point, this book is packed with real life examples, featuring leaders as diverse as Charles Dunstone, Gordon Ramsay, Richard Branson and Jeff Bezos and organisations as varied as Tesco, EMC, Innocent, Clifford Chance and The Geek Squad. But the real beauty of SFTD is that any one can do it – all it requires is the ability to see, to feel, to think and then do. We hope that this book will show you how.

Reserve your copy of SEE, FEEL, THINK, DO PUBLISHED BY CYAN
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