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

by Andy Milligan, Shaun Smith

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.

Paperback

First published March 1, 2006

About the author

Andy is a leading international brand and business consultant and is acknowledged as an expert on all areas of brand development. He advises CEOs and senior management teams, on strategies for developing and exploiting brands and growing their business.

Andy’s experience spans industries as diverse as airlines, financial services, packaged goods, telecommunications, sports and leisure and pharmaceuticals. He has directed major programmes in Japan, South Korea, Singapore, the USA and throughout Europe. Clients he has worked with include Nissan, WWF, Orange, McLaren, Barclays, Unilever, Thai Airways, IHG, FIFA, Sage, Arcadia, Avon and Roche.

Andy is a regular speaker at conferences internationally and has made frequent appearances in media, including on BBC, Sky and CNN. He has published six best selling books: See, Feel, Think Do which explores the success of instinct in business; Brand It Like Beckham which analyses the success of David Beckham as a celebrity brand; Uncommon Practice which examines the link between great brands and their corporate cultures; Don’t Mess With the Logo which is a straight-talking guide to brand building and BOLD, voted ‘Management e-book of the Year’, which reveals the practices that make great brands stand out, and turn customers into fans.

Andy’s latest book, On Purpose, written with his regular co-author, Shaun Smith, is a practical guide to executing business purpose successfully by delivering a branded customer experience people love.

Reviews

[Eng.Noura · Rating 3 out of 5]

كتاب رائع لمن يعمل بالتجاره او لديه مشروع تجاري ... استفدت منه وسااحاول ان اطبق بعض النصائح في حياتي ، ولكن كنت امل ان يكون مفيدا على مستوى الحياه الشخصية اكثر ...

بشكل عام اذا كنت ممن يملك شركه او تعمل فالتجاره لا تتردد في قراءة هذا الكتاب ...

[Rose]

Overall, disappointing. Highly repetitive, patronising (who doesn't see, feel, think, and do?) and with too much emphasis on instinct over considered and justified decisions. I also didn't like the way that all the top dogs quoted on the cover as saying how great the book was were all from companies given highly favourable case story write-ups within the book. Not a book I took much away from.