OPW – Aug 1 – We're summarizing books now as well. Here's our 'Nutshells' (top three actions) from this 288 page book from Jan 2012.
1. Identify your consumer evangelists that reach your mainstream users. Feed and groom them with regular attention and information and keep them excited.
2. Have your employees and executives (purely qualitatively) interview your customers to find out exactly what their thoughts are on your products. Discuss problems and dig deeper. What do they want your products to do, experience and achieve for them. 10-15 mins telephoneinterviews. Reward interviewers and involve everyone.
3. Use this information to improve your products, and report back to interviewees on the changes their feedback prompted. Use the feedback for your advertising and marketing campaigns as well.
For the top ten 'Nutshells,' see the Courtland Brooks blog.