INFLUENCES
The methods that most of us learned to segment markets, build brands, and understand customers are broken. Clayton Christensen
The more we find out about what motivates people and how and why they behave in the way they do, the more effectively we can engage with them. Here's a selection of people whose writing helps us.
The more we find out about what motivates people and how and why they behave in the way they do, the more effectively we can engage with them. Here's a selection of people whose writing helps us.
| Malcolm Gladwell Sceptical about most market research and with good reason his book Blink tells you exactly why we need to be smarter about understanding and interpreting human behaviour. |
| Don Tapscott and Anthony D Williams Their 2007 bestseller Wikinomics is essential reading for anyone interested in the value of communities of purpose. |
| Doug Hall Innovation guru, author and founder of Eureka Ranch. In his writing and talks he stresses the need to have the customer present in the room all the way through the innovation process. |
| Clayton Christensen A great marketing academic whose models changed the strategic management of technology and innovation. His wider writing offers compelling insights into value propositions. |
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