The 2021 Porchlight Business Book Awards longlist is here!

The Secret Lives of Customers: A Detective Story about Solving the Mystery of Customer Behavior

David S. Duncan

A "detective story" that delivers key insights for any businessperson asking the questions: who really are our customers, why do we lose them, how do we regain them?

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Book Information

Publisher: PublicAffairs.
Publish Date: 05/04/2021
Pages: 224
ISBN-13: 9781541774490
ISBN-10: 1541774493
Language: English

What We're Saying

November 30, 2021

The five best Marketing & Sales books of 2021 all focus on the primary importance of people and connecting to others in meaningful ways. READ FULL DESCRIPTION

November 18, 2021

"The authors who make up this year’s Porchlight Business Book of the Year Awards longlist gift us with a feast of new ideas to explore and, even more valuable, a renewed sense of possibility.” READ FULL DESCRIPTION

Full Description

Customers can be a mystery. Despite the availability of more data than ever before, everyone, from the CEO to salespeople in the field, struggles to understand who their customers really are, what they want, why they lose them, and how to regain them.

To crack the case, start thinking like a market detective.

David Scott Duncan shows how in his entertaining story of Tazza, a fictional chain of cafes with declining sales and leaders urgently seeking to understand why. The vivid characters of Tazza’s market detective force come to their aha moment when they finally understand why their most loyal customers walked out the door—and how they can get them back.

The core of the Tazza story is a simple, powerful idea that upends how most businesses view their customers. Customers have “jobs to be done.” They “hire” companies to solve a problem or fulfill a need and “fire” them when unhappy. Duncan’s fresh way of thinking about how to understand your customers’ secret lives provides an innovative path for solving whatever market mysteries you face.

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