275 David Duncan If you want to understand customers, think like a detective



David Duncan is a managing director at Innosight, where he works with leaders to create customer-centric teams, strategies, and organizations. David is a featured speaker and author on customer-centricity, innovation, and growth. He is the coauthor of two previous books, including the Wall Street Journal bestseller “Competing against luck: The story of innovation and customer choice, written with the late Harvard Business School professor Clayton Christensen. A leading authority on the theory and application of jobs to be done, David has extensive experience conducting market investigations around the world.

He just published a new book called, "The Secret lives of customers: A detective story about solving the mystery of customer behavior." As David says, imagine if everyone in your organization had the skill of being a market detective and empowered to have insightful and mutually rewarding conversations with the customers they serve. How great could your company be?

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