See, Feel, Think, Do: The Power of Instinct in Business [Paperback]

Andy Milligan (Author), Shaun Smith (Author)

Book Description

Publication Date: January 1, 2006

Experience marketing is the method behind some of the best inventions and most innovative ideas in business today, effectively observing the way real people act in real situations. It has produced the Walkman, the iPod, drive-through check-ins, low-cost flights, and even the way NASA teaches safety to astronauts. Traditional market research relies on the use of interviews and focus groups, however, watching customers in shops, at hotels, and on the streets is a faster and more direct way to analyze consumer behavior, as demonstrated in both anecdotal stories and actual case studies. Experience marketing is also the common sense formula by which small business owners and corporation executives alike need only see their customers in action, imagine how they feel, think of better ways to serve them, and act upon them.

Editorial Reviews

About the Author

Andy Milligan is a consultant who has worked globally on brand strategies for major organizations. He is the author of Brand It Like Beckham and coauthor of Uncommon Practice: Brands Who Deliver a Great Experience. Shaun Smith runs his own consulting business specializing in customer research and is a sought-after speaker on the subject. He is a contributing author to Brands and Branding and the coauthor of Managing the Customer Experience: Turning Customers into Advocates and Uncommon Practice: Brands Who Deliver a Great Experience.

Product Details

• Paperback: 224 pages
• Publisher: Cyan Communications (January 1, 2006)
• Language: English
• ISBN-10: 1904879551
• ISBN-13: 978-1904879558
• Product Dimensions: 8.9 x 6.1 x 0.6 inches
• Shipping Weight: 10.4 ounces
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #3,003,953 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars INTUITION & SUCCESS, May 11, 2006

By 

J. Dawson (australia) - See all my reviews
(REAL NAME)   

This review is from: See, Feel, Think, Do: The Power of Instinct in Business (Paperback)

this is an excellent book packed with practical case studies that show why intuition is an absolutely vital part of business success. This is not some flakey PR idea, the authors show why we must stop paralysis by analysis, watch what is happening in our market, understand the emotional context, think through an innovative idea & execute it. Better still they provide practical tools to show us how to get in front of our competitors!

2 of 2 people found the following review helpful:

5.0 out of 5 stars A welcome return to instinct, February 27, 2006

By 

P. A. Dourado "Phil Dourado" (Bloxham, Oxfordshire, England) - See all my reviews
(REAL NAME)   

This review is from: See, Feel, Think, Do: The Power of Instinct in Business (Paperback)

Smith & Milligan's book is part of the new wave of business thinking that legitimizes the use of raw instinct to shorten decision-making and improve its quality. The authors stress that to start using instinct more you have to be physically in touch with your market - use your senses to absorb what is going on, rather than be insulated from it and only receive your business information through reports and statistics. It's full of examples that bring the authors' core messages to life - such as the billionaire retailer Philip Green's habit of walking around his stores in the dead of night so that he can walk where his customers will be walking tomorrow, see what they see, touch what they will touch and so on. A powerful argument for getting bosses out of board rooms and out to where the action is.

There's a realization in most organizations now that we over-complicate and over-analyze. Jack Welch's book Straight From The Gut and Malcolm Gladwell's Blink are part of the correction that we are going through, as we look to work faster, 'truer', and with more of an emotional connection to our customers and our work. Smith & Milligan's new book is a welcome contribution to this 'return to instinct' - full of practical examples of how to put it into action. Highly recomended.