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Customers Included

190 pages, 2015

business & management

business & management

1082 books

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.

Importance of Including Customers

In 'Customers Included', Mark Hurst emphasizes the importance of including customers in the decision-making process. He believes that businesses often overlook this crucial aspect, leading to products or services that don't meet customer needs. So, take a look at your business strategy, are your customers included?

Real-Life Examples

Hurst uses real-life examples to illustrate his points in 'Customers Included'. These case studies provide a practical understanding of how businesses can succeed or fail based on their customer inclusion strategies. It's a great way to see the theory in action.

Customer Experience is Key

One of the key takeaways from 'Customers Included' is the importance of customer experience. Hurst argues that businesses should focus on creating a positive experience for their customers, as this can lead to increased loyalty and sales. So, it's time to check how your customers feel about your business.

Avoiding Common Mistakes

Hurst also explores common mistakes businesses make when it comes to customer inclusion. By understanding these pitfalls, you can avoid them and ensure your business is truly putting customers first. It's a great way to learn from others' mistakes.

Practical Advice

Finally, 'Customers Included' is packed with practical advice. Hurst provides actionable steps that businesses can take to include customers in their decision-making process. So, if you're looking to improve your business, this book could be a great place to start.


Quotes 5

Customers Included is a must-read for anyone who wants to understand the true path to success in business. It's not about the product, it's about the customer.

Seth GodinSeth Godin - Marketing Guru

Customers Included is a brilliant book that highlights the importance of including customers in every aspect of business. It's a game changer.

Don NormanDon Norman - Design Thinker

Customers Included is a powerful book that will change the way you think about business. It's a must-read for anyone who wants to succeed in the modern world.

Tim O'ReillyTim O'Reilly - Tech Publisher

Customers Included is a game changer. It's a must-read for anyone who wants to succeed in business.

Guy KawasakiGuy Kawasaki - Silicon Valley Evangelist

Customers Included is a must-read for any entrepreneur. It's a game changer that will revolutionize the way you think about business.

Steve BlankSteve Blank - Startup Guru
Seth GodinDon NormanTim O'ReillyGuy KawasakiSteve Blank


Albert Wenger

Albert Wenger

entrepreneurtechnologyventure capitalist

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49 books

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