The one-sentence summary
Instinct is a powerful tool so long as it is preceded by high quality observation of, and empathy with, the issue in question.
Want to buy the book? CLICK HERE
WHAT THE BOOK SAYS
- Instinct is much more powerful in business than over-reliance on research or data, which can only provide you with a rear view mirror picture
- Focus groups and MBA models are not as good as human instinct or a passion to make a difference
- By watching and empathising with real customers and how they act, we can evolve better ideas that solve their real needs
- See, Feel, Think, Do sums up how these intuitive ideas come to fruition
- Why? is a powerful question and is not asked often enough in business
WHAT’S GOOD ABOUT IT
- See: Experience it for yourself
- What is the current customer experience like? What do they value (or not)?
- Feel: Empathising with your customers
- How do I feel about the experience? How do customers and employees feel? What do they like/dislike?
- Think: There is no such thing as stupid idea
- Why do we do it this way? How could it be better? Why can’t we do it?
- Do: Make it so
- What changes are needed to people, processes, and products? How do we get our people and customers excited about it?
- This is a perfectly sound method that you can apply to any business to see what needs to be changed
- There are scores of case histories to show how it all works (or doesn’t): Carphone Warehouse, Apple ipod, Sony, Heinz, Harley Davidson, First Direct, Barclays, Geek Squad, Cathay Pacific, TNT, and more
WHAT YOU HAVE TO WATCH
- The Think premise that there is no such thing as a bad idea isn’t right. There are clearly lots of bad ideas around.
- Whilst the process provides a framework, it isn’t that remarkable. Good business people should be doing this instinctively anyway.