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The Power of Customer Misbehavior: Drive Growth and Innovation by Learning from Your Customers [Hardcover]

Michael Fisher , Martin Abbott , Kalle Lyytinen

RRP: 19.99
Price: 16.66 & FREE Delivery in the UK. Details
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Book Description

1 Nov 2013
The Power of Customer Misbehavior explores the importance of customer driven innovation for top line and bottom line growth. It shows how companies should not only learn to identify how their products are being misused, but also how to use this knowledge to innovate new products and services that better meet customer needs and promote viral growth. These techniques also promote long-term customer loyalty and growth even in hypercompetitive environments.

This unique new book is the first to explore the idea of 'customer misuse': when customers modify features or expand the usage of products and services in ways that were never intended. Reacting appropriately to customer misuse will allow companies to enter new markets, create more loyal customers, and encourage customers to tell others about the company's products, all of which foster faster growth. These compelling concepts are presented in the form of simple actionable principles and illustrated with rich case studies from successful companies such as Twitter, Intuit, eBay and Coca-Cola, to offer the first practical guide to harnessing this new source of strategic innovation.

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Review

'Fisher, Abbott and Lyytinen have written a fascinating and engaging book on the new era of customer empowerment. Executives are now more challenged than ever to understand customer behavior and the drivers for market growth. This book offers key insights for executives who desire to embark on a journey of discovery with customers, as they innovate on behalf of customers to transform their organizations and industries.'

-Lynda Applegate, Sarofim-Rock Professor of Business Administration at Harvard -Business School

'Finally, we have a book that breaks the mould by bringing the type of thinking on innovation that is most appropriate for today's information-intensive and networked world. The authors provide insight through illustration in a highly readable and compelling prose. It is a must-read for executives who want to their companies to compete and win.'

-Varun Grover, Distinguished Professor of Information Systems, Clemson University

"While we can't depend on customers to tell us what to build, we can provide them with the tools necessary to use technology in new and unanticipated ways, and we can learn a great deal by observing their actual use. This book will show you how to enable and nurture the power of your customers to innovate."

-Marty Cagan, Partner, Silicon Valley Product Group

'If you ever thought that listening to your customers only served to increase customer satisfaction scores, think again. This book definitively argues that customers' misuse of products often has pronounced effects on the growth rates of product adoption and can lead to viral growth.'

-Doug Leone, General Partner at Sequoia Capital

'A book grounded in both the realm of higher learning and the school of hard knocks; it provides a simple but powerful model for success in information-intensive ventures... It explains the success of some of the most spectacular successes of the past generation, and provides valuable guidance on how to do it and what to avoid.'

-John Leslie King, W.W. Professor of Information at University of Michigan

Book Description

By taking note of how customers adapt product use, organizations can deliver features that customers desire, improve customer loyalty and drive viral growth

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

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Amazon.com: 5.0 out of 5 stars  4 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars A Book That Teaches An Out Of The Box Approach To Product Development 24 Nov 2013
By Dave B - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
The Power of Customer Misbehavior is a third book by authors, consultants, executives, and technologists, Marty Abbott and Mike Fisher that brings a practical approach for taking products to market in their minimally viable and simple form to encourage customer misbehavior. Abbott and Fisher then go into exploring the drivers of misbehavior, which if harnessed and embraced appropriately by companies can lead to innovative enhancements to a product or expansion into new markets and ultimately viral growth. The book can be a big help for product managers, executives, and many others involved in developing products solve marketing and product problems in a non traditional way that is proven to lead to success. The authors use their own models, industry models, data, and real use cases to leave the reader with valuable tools and models that can be applied.
2 of 2 people found the following review helpful
5.0 out of 5 stars Engages the reader with stories and backs it up with data and models. Fun read. 15 Nov 2013
By Michael Paylor - Published on Amazon.com
Format:Kindle Edition
The Power of Customer Misbehavior is a fascinating look into the process of product adoption by consumers and the role that misuse of a product plays in contributing to growth and ultimately its ability to "go viral". The authors do a great job of connecting the dots for the reader by way of in-depth examples and how their model applies to each case. This book uses examples that range from popular commerce sites to Tupperware and highlights the importance of viral growth for maintaining and growing market share. It helps that the authors actually participated first-hand in the viral growth of industry leading brands like eBay and can back their model up with real-life examples.

It may seem obvious that "Social" features are big component of many products today but it's not always clear WHY that is the case and how to quantify the impact of it on your business. The Power of Customer Misbehavior helps product owners, executives and anyone ultimately responsible for product growth to understand strategies for engaging consumers to not only use your product but to actually help create and produce it with you.

The book concludes with a summary of simple and straightforward suggestions on how to put their model into practice, measure the results and continue to keep an eye out for interesting trends that may one day result in entirely new product lines for your business.

The Power of Customer Misbehavior is fun and educational and I highly recommend it.
5.0 out of 5 stars The Formula to Creating Viral and Hyper-Growth Explained! 1 Aug 2014
By Kirk - Published on Amazon.com
Format:Hardcover
Ever wonder why some products take off and others don't? The authors of The Power of Customer Misbehavior clearly explain and layout the psychology and the technology behind hyper-fast and viral growth. The book describes how to keep your customers engaged with your product and enthusiastically contribute to making it better.

Examples of companies that have followed the formula and seen wild success, and those that did not, are included and demonstrate the power of the model. It's insightful, intriguing, and a must-read for marketing, product and technology leaders.
5.0 out of 5 stars Best Book on Viral Growth 22 July 2014
By LT Steven Mason - Published on Amazon.com
Format:Hardcover
The insights in this book really helped me understand viral growth -- I recommend to anyone who's running a fledging startup or looking to expand their online customer base.
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