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"Customers Included," presented by Mark Hurst

In his Brands-Only Summit author discussion, Creative Good's Mark Hurst talks about his book, "Customers Included: How to Transform Products, Companies, and the World — With a Single Step."

He shares two case studies that explain how innovators can create better outcomes by listening to and including customers.

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"Customers Included," presented by Mark Hurst

  1. 1. “Customers Included: How to Transform Products, Companies, and the World — With a Single Step” MARK HURST CREATIVE GOOD OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014
  2. 2. Customers Included @markhurst
  3. 3. 2005 “The Playpump is an ingenious water pump driven by a children’s roundabout.”
  4. 4. 2006 $16 million
  5. 5. Fail
  6. 6. 2010 In Malawi, Canadian aid workers Owen Scott and Duncan McNicholl
  7. 7. Total time: 3 minutes, 7 seconds
  8. 8. Total time: 28 seconds
  9. 9. “Yes, the message is – stop immediately.”
  10. 10. “[We] found no signs that communities had been consulted prior to installation.”
  11. 11. “I met women who had been without their own supply of clean drinking water for months.”
  12. 12. “The very nature of innovation requires that we try new things and take risks.”
  13. 13. 15,573
  14. 14. 29,987
  15. 15. “Don’t get distracted by the shiny object. Execute on the fundamentals.” -Reed Hastings, April 2013
  16. 16. Before Project Impact
  17. 17. During Project Impact
  18. 18. 1 Weird Trick To Include Customers
  19. 19. Yes, but…
  20. 20. iMac iPod iTunes iPhone iTunes App Store iPad
  21. 21. “Mr. Jobs didn’t buy into focus groups.”
  22. 22. “Mr. Jobs didn’t buy into focus groups.” “The lesson from Steve: don’t listen to your customers.”
  23. 23. “You’ve gotta start with the customer experience and work backward to the technology.”
  24. 24. Lessons
  25. 25. Remember to…
  26. 26. Remember to… 1. Spend time with customers
  27. 27. Remember to… 1. Spend time with customers 2. Find out what they want (don’t ask)
  28. 28. Remember to… 1. Spend time with customers 2. Find out what they want (don’t ask) 3. Execute on the fundamentals
  29. 29. Thank you @markhurst
  30. 30. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

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