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Customers Included: How to Transform Products, Companies, and the World - With a Single Step

3.95  ·  Rating details ·  130 ratings  ·  21 reviews
Why do companies so often fail to give customers what they want? "Customers Included" provides a roadmap for any executive or entrepreneur who wants to create better products and services. Using real-world case studies - from Apple, Netflix, and Walmart to an African hand pump, a New York City park, and the B-17 bomber - the book clearly explains why including the customer ...more
Hardcover, 194 pages
Published October 1st 2013 by Creative Good
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May 20, 2018 rated it really liked it
Might have to pick up the second edition, even if it's just with new examples. It's telling that the three steps described for including customers (observing customers directly, discovering unmet needs, and building consensus in the organization) are often the exact steps that organizations that need help ignore. ...more
Peter Clothier
Mar 24, 2014 rated it it was amazing

I’ll confess I shelved this book for quite a while after receiving a copy in the mail from its co-author, Phil Terry. It was the title and subtitle that provoked the initial—and as it turned out, mistaken!—reaction: this is not relevant to me. Customers Involved: How to transform products, companies, and the world—with a single step, cowritten with Mark Hurst, seemed a far cry from my own interests. I’m not in business, am I? I don’t have a “product,” “customers”…

Still, I cracked the book open f
May 06, 2016 rated it really liked it
Shelves: work-related
Sometimes people ask me what I do for a living. I usually hedge by saying, "user experience and user advocacy," a response that's met with glassy eyes and a quick change of the subject. (Or, the person thinks I "make things pretty" and run surveys.) From now, on I should probably hand the asker a copy of Customers Included.

I typically dislike business books; I find them trite, boring, and mostly irrelevant to my role (and my general outlook on life). Customers Included, however, speaks my langu
May Ling
Apr 11, 2018 rated it it was amazing
I am giving him the full five because at 150 words, he does what he said he'd do and simply put.

Some key themes that are also in my upcoming work:
1) Recast of Apple's customer focus. Many looked at Jobs as being not focused on the customer because he did not believe in focus groups. Hurst does a good job of reframing the issue, not as one that customers "say" they want, but what actually are the actions. What actually solves the client's need. I call it something a bit different, but we are on
Nov 06, 2018 rated it really liked it
Peter Drucker's insight into business and customers summarizes the thesis of this book:

"There is only one valid definition of business purpose: to create a customer...What the customer thinks he is buying, what he considers "value", is decisive - it determines what a business is, what it produces, and whether it will prosper. The customer is the foundation of a business and keeps it in existence.
Dharmesh Raithatha
Mar 02, 2018 rated it liked it
Initial overview of how Jobs to be done framework started but not really a practioners book.
Riccardo Bua
May 10, 2019 rated it it was amazing
Best reading so far on the value of user experience into design and how to deal with the customers while delivering a product. Totally worth reading it, wondering if the 2nd edition is worth a peak.
Feb 22, 2017 rated it really liked it
One of the authors of 'Customers Included,' Phil Terry, spoke at our annual company party. As Phil (Fedora Phil I recorded mnemonically) revived some known business stories and other new ones, I couldn't help notice that he was talking about three facets of my work all at once. He let us in on the customer perspective, successes and follies of the client facing individuals and challenges faced by leaders of large enterprises in an organically interconnected way. My leadership was kind enough to ...more
Steve MacLaughlin
Jan 18, 2014 rated it really liked it
Over the years I've read what are considered the canon of user-centered design and business books. Customers Included: How to Transform Products, Companies, and the World - With a Single Step should be added to the list of must reads if you're familiar with The Four Steps to the Epiphany: Successful Strategies for Products that Win, Inspired: How To Create Products Customers Love, The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses, and ...more
Jun 25, 2014 rated it really liked it
Very effective, easy-to-read reminder on how critical it is to keep customers at the forefront of any product development process. The case studies demonstrate what happens when customers are not included as well as the magic that can happen through listening to your customers. More importantly, it addresses the importance of leadership buy-in and participation to get the much needed support to make customer-based changes a reality. Definitely recommend it to anyone who is involved in making pro ...more
Sep 27, 2013 rated it it was amazing
An essential read if you care about the customer experience. This book is both an argument for attending seriously to customer experience and a how-to guide. The two authors have been enormously influential advocates and bring years of experience helping senior executives understand the supreme value of really understanding their customers. The book is a quick and engaging read that will pay off well.
Jan 02, 2014 rated it liked it
Decent book about focusing on real customer needs. Includes many well-known cases (Dustin Curtis American Airlines website incident and Bill Gates Windows Moviemaker story good examples), so little new in there if you've followed some more famous usability failures. Overall, a nice and short reminder of the key things. ...more
Jamie Perez
Oct 01, 2013 rated it really liked it
If customer research is something you puh-shaw or don't already have in your toolkit, this is a must read -- a quick survey of the big issues with case studies you'll know and respond to. And if you've been around the block a few times with customer research, this is a great re-call to arms to get the user back at the center of what you do and how you think. ...more
Jan 25, 2014 rated it it was amazing
As a director of product management, this was a great, concise, reminder of what it's all about. Most of it may be a refresher, but it's important to pick your head up from the day-to-day grind to get those refreshers. Good use cases and I like the distinctions between customers included vs. customers are product designers or customers are always right. The key is to listen to them throughout. ...more
Nov 25, 2013 rated it it was amazing
My favorite business book ever. I actually read very few business books because {yawn}... But this book was so easy to read and engaging and really encapsulated the field of user experience well. This is the only business book I've ever recommended to others. ...more
Jose Papo
Jan 06, 2014 rated it really liked it
This is a good book about how important is to include customers to create better products, services and companies. The book talks a lot about why it´s important to involve customers. It talks less about the how to do it. In the how part it explains a nice tool called Listening Labs.
Rebecca Cornish-falk
Dec 26, 2014 rated it it was amazing
Fantastic read about how to make customer experience the loyalty you need to create ultimate sustainability.
May 20, 2014 rated it liked it
Lacks substance but stories were entertaining
May 20, 2014 rated it liked it
Yes, but I was already bought into the concept before I picked up the book. A bit too basic. The authors fail to dig deeper to provide the truly game changing insights.
Lesley Levine
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