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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