Top critical review
4 people found this helpful
Not as good as I thought it would be
on 4 June 2015
I had high expectations of this book but I was left disappointed. I'm well aware that there's an irony there but I wonder if this is another book where the reviews have been bumped up by friends.
I didn't find the principles such a big deal and the further I went into the book, the less enchanted I became. It's packed with practical tips that may make it a great read for product and service designers (although I have a worry) but less relevant to small business owners who have got 101 jobs to do and must make sure that there is a profit at the end.
My concern is that it pushes the idea that if you design it to be great for the customer, then automatically it will be great for the business. Not if it's uneconomic. The author says that you need to consider commercial issues but the spirit of the book doesn't go that way.
For all the talk about improving customer service, it's sad that we so rarely have great customer experiences. Perhaps there aren't ten principles but only one - treat people as they would like to be treated. In the end, I returned the book.
About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 3 stars is worthwhile.
Paul Simister, business coach