Review: Adam Ferrier – Stop Listening to the Customer (S)

Stop Listening to the Customer: Try Hearing your Brand Instead
Adam Ferrier

“The customer is not always right. Far from it. What the customer wants is often at odds with what is best for the business or brand. Adam draws on his years of creative agency experience, the wisdom of other voices, as well as marketing science to outline the dangers of listening to the customer too much and reveals what you can do about it. This book will show you how to build a strong brand or business.”

Overall the concept of the book is that the customer is not always correct. The customer doesn’t always know what they want, and even if they do, it might not be the correct thing for your company. The premise of the book is to put your brand and what your company stands for above everything else, including the customer.

I do agree with this premise. However, the book didn’t execute this the best it could have been. The author seemed to jump around a lot and it didn’t have a focus of what each chapter was about. The author also jumped around with short stories, some of which were good but some which could have been removed.

A good half of the book was convincing the reader that the customer is not always right. As the reader I was convinced of this rather early on! I wanted to know more about the author’s point of why the business should be hearing the brand instead. There was hardly any of this section of the book.

The author didn’t seem to explain their point and their side enough. It kind of felt like it ended abruptly and I wanted to hear more of how to actually listen to your brand. At what stages of the business life cycle should you be listening to brand and how much? The author doesn’t actually answer this question.

Overall there was not enough actionable material to take away from the book.  Unless you are particularly interested in short stories or the author, I wouldn’t recommend reading this book. 2 stars from Suzanne.

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