Description

You think you know your customers? Think again. Every company claims to be customer-centric. But when it comes to truly understanding the people they serve, many hide behind well-rehearsed excuses:

'We don't have time to ask'. 'We already know what they want'. 'We'll test it later'.

In this engaging book, Design Thinking expert Ingrid Gerstbach pulls back the curtain on the seven most common excuses companies use to avoid real customer contact. Drawing from years of consulting experience, she reveals how these rationalizations block innovation—and what to do instead. With hands-on strategies and real-world success stories, this book helps you build the mindset and methods to reconnect with your customers—not just as data points, but as human beings. Stop guessing about being customer-focused. Start listening.