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.
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.