Undisruptable Leadership: Becoming an End-User Ethnographer

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Learn how to identify customers’ unconscious needs and wants

Senior leadership must have deep insight into the end users of their products and services in order to champion and model empathy for customers and cultivate an understanding of who they are as humans, not just equations in Big Data. Organizations should not assume they know what their customers want or will want—instead, they should reach out, ask, witness, and learn.