Customers Included

Why do so many businesses fail to design products and services that meet the needs of their target customers? Customer Included provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies—from Apple, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber—the book clearly explains why including the customer is an essential ingredient of success for any team, company, or organization. Authors Mark Hurst and Phil Terry demonstrate how businesses benefit from adopting a strategic, customer-inclusive approach that generates results.