Reviewed by Rama Gaind.
By Evette Cordy, Agents of Spring, $34.95.
The title says it all: let your curiosity be your competitive advantage. Nurture your insatiable sense of curiosity and let it be your gift.
Customer behaviour specialist, Cordy says the answer is to first “problem find, not problem solve”. It’s important to define the right problem to solve. Is it a business or a customer problem? Such questions are your key to growth and the secret to innovation. Being motivated to find and solve your customers’ biggest problems (the ones they often don’t even realise they have) is the heart of innovation.
Cordy draws upon decades of experience working with Australia’s biggest brands to provide a practical guide on how to better understand customer problems to benefit the bottom line.
Evette shows how to identify the most valuable problems worthy of solving, and how to answer the ‘why’; the insight that explains your customer’s aspirations and the problems that stand in their way.
Be a problem finder, not a problem solver. Curiosity is the key to innovation and growth. The six curiosity mindsets you need in today’s business environment are: rebel, zen-master, novice, sleuth, interrogator and play-maker.
The book is filled with breakthrough insights, tools and interviews from leading organisations and leaders including Jetstar, Coles, Mars and Cathy Freeman. You’ll be guided on how to implement lessons from CEOs, business professionals and experts who actively integrate curiosity into their daily lives.
Cordy is curious – and passionate about also making you curious. She is relentless in finding the right problem and then fixing it.
She is also a registered psychologist with a rich understanding of customer behaviours, motivations and drivers.
