Customer Reviews

ONE: A Consumer Revolution for Business

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Stefan isn't afraid of being different or presenting seemingly crazy ideas. He lets his mind roam free. This is his best book so far. If you want to think in new ways, pick up a copy. You'll get inspiration that hopefully will kickstart your creativity.

In "One" Stefan Engeseth has done it again, bringing his unique perspective and insight to the challenge of building any brand by creating a stronger connection with customers. Following his great work in his first book "Detective Marketing," Stefan shows with clear and very engaging examples--from Sweden and around the world--how leading companies are bringing customers directly into their product and brand development efforts and gaining real competitive advantage.

In today's fast-paced global economy, where very dynamic niches and their real needs and wants often seem like a moving target or even a blur, Stefan provides a user-friendly framework for thinking about consumers--or any customers for that matter--and how to harness their energy and enthusiasm for creating the products and service that they will truly desire. He then shows how to bring them into the planning process in ways that really matter. The result is far fewer mis-steps and far greater success.

It is unfortunate that this book has not received wider attention in the U.S. as it offers some of the best thinking available today. Read it with open eyes and you will understand your market and its potential far better than any of your competitors.