{"product_id":"what-to-askisbn-9781637740774","title":"What to Ask","description":"\u003cb\u003eDoes capturing customer feedback feel like a pointless exercise? \u003cbr\u003e\u003cbr\u003eNo matter the number of surveys, interviews, or studies conducted, we regularly fail to uncover those gems needed to make our organization stand out. It’s no surprise given that “expert” guidance states the obvious, like “Ask open-ended questions,” “Identify patterns,” or “Extract insights.” What’s needed is a way to discover what we’re missing.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eTraditional customer feedback methods ignore two essential sources of insight: context and behavior. These reveal the WHY behind the WHAT, eliminating the ambiguity of open-ended customer feedback—and this requires a different approach.\u003cbr\u003e\u003cbr\u003eIn\u003ci\u003e What to Ask\u003c\/i\u003e, author Andrea Belk Olson, CEO of applied behavioral science consulting firm Pragmadik, and head of the University of Iowa JPEC startup incubator, delivers a unique, cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research.\u003cbr\u003e\u003cbr\u003eOlson also details how individuals and organizations can better tune into customer needs by sharpening their strategic focus, cultivating customer-focused behaviors, and challenging cognitive biases.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eFor anyone faced with discovering what customers really want, \u003ci\u003eWhat to Ask\u003c\/i\u003e delivers a concise approach for spotting those unspoken customer needs and converting them into real customer innovations.“In \u003ci\u003eWhat to Ask,\u003c\/i\u003e Andrea Belk Olson cuts through the clutter of customer data noise and guides us squarely into their hearts and minds where, together, we can help discover the unspoken needs and desires they’ve yet to articulate. If you are competing in a space clamoring for insights about your customers, read this book.”    \u003cbr\u003e —\u003cb\u003eRon Carucci, Managing Partner, Navalent, Bestselling Author of \u003ci\u003eTo Be Honest\u003c\/i\u003e and\u003c\/b\u003e \u003cb\u003e\u003ci\u003eRising to Power\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “\u003ci\u003eWhat To Ask\u003c\/i\u003e provides an enlightened view of the customer insight challenge that every single business today struggles with. And it delivers to-the-point, non-academic, no bullshit methods and guidance to address it.”\u003cbr\u003e —\u003cb\u003eDennis Sparks, Retired Director of Global Supply Chain with Pfizer, and Board Member at the University of Iowa’s John Pappajohn Entrepreneurial Center\u003c\/b\u003e\u003cbr\u003e \u003ci\u003e\u003cbr\u003e\u003c\/i\u003e“\u003ci\u003eWhat to Ask\u003c\/i\u003e is a must-read for business leaders and decision makers at all levels and in every industry and an invaluable resource for entrepreneurs who are seeking to innovate and differentiate in emerging markets or in existing markets where current solutions no longer meet customers’ needs.”  \u003cbr\u003e —\u003cb\u003eTom Trone, Retired Global Sales, Marketing And Business development Executive with John Deere, Serial Entrepreneur, and Entrepreneurial Instructor at The University Of Iowa \u003c\/b\u003e      \u003cbr\u003e  \u003cbr\u003e “\u003ci\u003eWhat to Ask\u003c\/i\u003e is just \u003ci\u003ewhat we need\u003c\/i\u003e right now in the customer insights and marketing domain . . . This smart, practical guide leverages behavioral science to help you help customers \u003ci\u003ereveal\u003c\/i\u003e what really drives their decision-making, so that you have a real shot at impacting it.” \u003cbr\u003e —\u003cb\u003eElys Roberts, CEO \u0026amp; Founder, BEESY\u003c\/b\u003e\u003cbr\u003e   \u003cbr\u003e “This is an excellent, contemporary reference manual for people measurement and all the foibles of human nature that go with it, brought to life in a fascinating and memorable way.”\u003cbr\u003e —\u003cb\u003ePatrick Fagan, Co-Founder and Chief Science Officer, Capuchin Behavioural Science, and Lecturer at the University of London\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “This book will help sharpen your customer focus. Incredibly immersive yet practical, it skips all the vague theories and delivers an immediately applicable method to shift organizational mindsets around customers and what they need now.”   \u003cbr\u003e —\u003cb\u003eSteve Blank, Adjunct Professor at Stanford University, Senior Fellow at Columbia Business School, Architect of the National Science Foundation I-CORPS Curriculum,  Father of Modern Entrepreneurship and Author of \u003ci\u003eThe Startup Owner’s Manual\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “This is the best title of any marketing book. And the contents more than live up to the promise. It is a masterclass in learning to uncover the decisive distinctions and paradoxes in human behaviour which most businesses overlook to their cost.”\u003cbr\u003e —\u003cb\u003eRory Sutherland, Vice Chairman at Ogilvy UK, TED Global Speaker and Author of \u003ci\u003eAlchemy: The Surprising Power Of Ideas That Don't Make Sense\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “I teach every entrepreneur that they must know their customer better than their customer knows themself. This is the first book that I’ve read that shows you exactly what that means and how to do it.”\u003cbr\u003e  —\u003cb\u003eGino Wickman, Founder of EOS, and Author of \u003ci\u003eTraction\u003c\/i\u003e and \u003ci\u003eEntrepreneurial Leap\u003c\/i\u003e\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e “In this insightful, entertaining and practical book, Andrea Belk Olson gives hugely useful and valuable frameworks to make sure the questions you ask about your customers give you the answers you need to drive business success.”\u003cbr\u003e —\u003cb\u003eRichard Chataway, Author of ’The Behaviour Business’ and CEO of BVA Nudge Unit UK\u003c\/b\u003e\u003cbr\u003e  \u003cbr\u003e \"Andrea Belk Olson explains cogently and practicality how to understand customer needs in a world where technology creates the illusion that it’s ‘all in the data.’”\u003cbr\u003e —\u003cb\u003eMartin Reeves, Chair, BCG Henderson Institute and author of \u003ci\u003eYour Strategy Needs a Strategy\u003c\/i\u003e and \u003ci\u003eThe Imagination Machine\u003c\/i\u003e\u003c\/b\u003e\u003cb\u003eAndrea Olson\u003c\/b\u003e is a strategist, speaker, author, and customer-centricity expert. As the CEO at Pragmadik, she helps organizations of all sizes, from small businesses to Fortune 500, and has served as an outside consultant for EY and McKinsey. Andrea is the author of \u003ci\u003eThe Customer Mission: Why It’s Time to Cut the $*\u0026amp;% and Get Back to the Business of Understanding Customers\u003c\/i\u003e and \u003ci\u003eNo Disruptions: The New Future for Mid-Market Manufacturing\u003c\/i\u003e. She is a 4-time ADDY® award winner and host of the popular Customer Mission podcast. Andrea is also a contributing author for Entrepreneur Magazine, The Financial Brand, Chief Executive Magazine, and Customer Experience Magazine.\u003cbr\u003e \u003cbr\u003eA sought-after keynote speaker at conferences and corporate events, Andrea is a visiting lecturer at the University of Iowa’s Tippie College of Business and head of their Startup Business Incubator (JPEC Founders Club), a TEDx presenter, and a TEDx speaker coach. She is also a mentor at the University of Iowa Venture School. Andrea lives with her husband in Davenport, Iowa. More information about Andrea can be found at thecustomermission.com.","brand":"Matt Holt","offers":[{"title":"Default Title","offer_id":46304829931749,"sku":"NP9781637740774","price":24.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781637740774.jpg?v=1730758572","url":"https:\/\/k12savings.com\/products\/what-to-askisbn-9781637740774","provider":"K12savings","version":"1.0","type":"link"}