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Reading: Adam Ferrier Launches Latest Book “Stop Listening To The Customer”
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B&T > Advertising > Adam Ferrier Launches Latest Book “Stop Listening To The Customer”
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Adam Ferrier Launches Latest Book “Stop Listening To The Customer”

Staff Writers
Published on: 30th January 2020 at 10:55 AM
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Thinkerbell boss, psychologist and adland conference regular Adam Ferrier has unveiled details of his second book titled Stop Listening To The Customer: Try Hearing your Brand Instead.

Published by Wiley and due for release early next month, Ferrier said the tome “looks at our current obsession with measuring everything we possibly can about the customer and then drowning in our own data lakes”.

Ferrier added: “Businesses and brands are getting it wrong by pivoting everything they do around what they think their customer wants. The book will attempt to explain how this type of thinking risks eliminating value out of the brand, and in-turn creates a more homogenised marketplace.

“Further, if you asked the customer what they wanted, they may actually say – they just want to be left alone! And that’s a really hard insight to build a business model around,” he said.

The solution to customer centric thinking is building a culture that maintains strong brand intelligence – that is, the ability to understand and prioritise what’s best for brand growth.

Interviewees and contributors to the book include:

These people Include:

  • Lisa Ronson, CMO at Coles
  • John Newcombe – Tennis Legend
  • Adam Alter – Psychologist, Author and Professor at NYU
  • Mat Baxter – Global CEO of Initiative
  • Matt Gray – Senior Marketing Manager, Vegemite and Bega
  • Tina Randello – Chief Commercial Officer, ALPHA-H
  • Jules Lund – Founder of TRIBE
  • Brent Smart – CMO of IAG
  • Wiemer Snijders – The Commercial Works
  • Lucy Raymond – Senior Editor, Wiley
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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