Is there a structured process to develop customer insights that can be shared and brainstormed across teams? If you know what the customer really wants, you can grow your business, develop a competitive advantage, create superior customer value and avoid wasteful expenditure.

This book provides a useful framework called the Customer-Action-Cycle, introduces the Value Discovery Canvas tool, and lays down the Value Discovery Process. Written in a simple, easy-to-understand language, the book addresses two basic questions:

Where does customer value reside and how does one find it?