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Uncommon Practice: People Who Deliver a Great Brand Experience by Mr Shaun Smith |
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Product Description
Book Description
Instinct is behind some of the most successful leaders, best products and most innovative ideas in business today. It has produced the Walkman and the i-pod, it has led to drive-through check-ins and low cost flights, it has affected the way that Heinz market Ketchup, and the way NASA teach their astronauts safety. Put simply, See, Feel, Think, Do is the idea that by watching the way real people act in real life in real time in real situations, we can develop ideas that solve their real needs.
In seeking to get closer to customers we become ever more distanced through the scientific processes we adopt. For a while it looked as if MBA models and CRM systems were in danger of taking over from good old human instinct and a passion for making a difference. Now we are seeing that many of the new and innovative business ideas are coming from entrepreneurs who operate more from their own gut instinct and insight rather than endless analysis. It is time to liberate the power of instinct in business and make DNA just as important as MBA.
Written by the authors of the critically acclaimed book ‘Uncommon Practice - people who deliver a great brand experience’ (Prentice-Hall), and leading consultants in the field of brand development and customer experience design, See Feel Think Do draws on their own experience and insight as well as that of many of the world’s most successful companies to show how the power of instinct can transform your business. Through a mixture of stories and case studies from real life, they outline a simple process and a series of key questions you need to ask in order to translate your own, or your customers’, experiences into action. The real beauty of this concept is that anyone can do it â€" all it requires is the ability to see, to feel, to think and then do.
The book features interviews with people as diverse as Charles Dunstone, Gordon Ramsay, Richard Branson and Jeff Bezos and organisations as varied as Tesco, TopShop, Innocent and The Geek Squad.
About the Author
Andy Milligan is a former director at Interbrand, the world’s largest brand consultancy, and the author of Brand it Like Beckham (Cyan). Shaun Smith is a consultant who specialises in designing and delivering customer experience. He is the author of Managing the Customer Experience (Pearson). Andy and Shaun are co-authors of the critically acclaimed ‘Uncommon Practice - people who deliver a great brand experience’ (Prentice-Hall).
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27% buy See, Feel, Think, Do: The Power of Instinct in Business £8.99 |
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