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E95:  David Duncan – A Real-Life Market Detective

A Sherpa’s Guide to Innovation

E95: David Duncan – A Real-Life Market Detective

June 30, 2021

E95: David Duncan – A Real-Life Market Detective

Ben & Jay are joined by David Duncan, Manager Director at Innosight and author of The Secret Lives of Customers:  A Detective Story About Solving the Mystery of Customer Behavior.  This new book is a fresh and creative approach to demonstrating and teaching the language, methods and mindset of Jobs To Be Done theory.   Hear why Dave choose a fictional narrative approach to the majority of the book, some of his own real-life experiences as a "market detective", and his experience collaborating with Dr. Clayton Christensen, Karen Dillon and Taddy Hall on Competing Against Luck: The Story of Innovation and Customer Choice.

All Things Twitter:
David Duncan
Innosight
A Sherpa's Guide to Innovation
Ben Tingey
Jay Gerhart

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