What do you think?
Rate this book
Customers Included: How to Transform Products, Companies, and the World - With a Single Step
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 is an essential ingredient of success for any team, company, or organization. Coauthors Mark Hurst and Phil Terry, pioneers in the field of customer experience, provide practical tips for a strategic, customer-inclusive approach that generates results.
194 pages, Hardcover
First published October 1, 2013
7 people are currently reading
271 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 24 of 24 reviews
May 20, 2018
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.
June 13, 2025
Good message but this could have been 20 pages. Lots of repeating over and over at the end. Make it stop.
March 25, 2014
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 finally because I admired Phil Terry’s work in quite another field. He founded, and heads, a loosely-knit organization called Slow Art Day, right up my alley as host of the “One Hour/One Painting” series that encourages, precisely, the practice of slow looking. On Terry’s Slow Art Day, once a year, small groups gather in galleries and museums in currently almost 200 locations throughout the world to take a slow, mindful look at the kind art works we usually do no more than glance at in our haste to see everything and get on to whatever’s next. A man who could conceive of this idea, I thought, must have something of interest to say in another field…
I was no more than a few pages in when I realized that of course I do have a “business” of a sort, though not one that’s primarily about making money. And I do have “customers”—those people I encourage to come and join me as I sit in front of a single painting for a full hour, in a blend of the time-tested practices of meditation and contemplation. So I found myself engaged in the book in an entirely unexpected way, urged to think more consciously about what I do, how I approach the participants in my sessions, and indeed how I conduct those sessions, whether or not to the satisfaction of their expectations. Was my “product” serving them, as I had unquestioningly imagined? Or could I serve them better if I understood more about the reasons they were attracted in the first place? How could I appeal to their return business? I soon discovered that I had much to learn from this book that had landed in my hands. There are no accidents!
It is, I discovered as I read on, a truly excellent book. Its thesis is a simple one: businesses thrive when they listen to their customers; they wither when they fail to do so. Co-authors Hart and Terry work through their consulting company, Creative Good, to help existing businesses improve their practices by “directly observing their customers, discovering their unmet needs, and getting the entire organization behind the effort.” The “listening labs” they recommend as the most useful tool are organized not around focus groups, whose value they do not dismiss, but regard as limited; but rather around intense, one-on-one, hour-long sessions with actual people, customers, who are encouraged to be honest about their experience with the company or the product. The most reliable information, they stress, comes from observing what customers do, rather than from merely hearing what they say, which can often be misleading.
There’s plenty of fascinating detail for the reader, here—the kind of analysis that makes for useful sales talk. What kept me reading, though, was less the analytical detail than the stories it derives from, stories of remarkable business successes, and remarkable failures; of visionaries (Steve Jobs) and functionaries; of dreams fulfilled and the kind of absurd missteps that lead to disaster. Hart and Terry are good story-tellers, and seem to relish the telling, in writing that is crisp and to the point, avoids the kind of repetition that too often plagues the tomes that line the "how-to" shelves in the bookstore. Clocking in at less than 150 pages (without the notes), their book is commendably short and to the point. I myself value brevity. I hate to have my time wasted by self-importance and hot air. And despite my initial reservations, my (entirely misperceived) disinterest in how businesses are run, I came away with a big, useful piece about myself and my own practices. For anyone who actually hopes to run a successful business, how much more useful this book would be.
Eventually, it's all about service. Service, as Hart and Terry make clear, must precede profits. If you're not doing something of value for your fellow human beings, your might as well forget it. So when you think about it, it's all about Right Livelihood. Customers Included is actually, also, a good Buddhist read!
May 6, 2016
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 language. The premise is simple: Your [whatever] is doomed to fail if you never consider your customer's needs/wants. But as simple as idea is, it often gets lost amongst the corporate politics, various organizational agendas, and constantly accelerated project timelines.
This is emphatically not a book touting a "customer is always right" philosophy. Instead, it focuses on ways to truly understand your customer so that you can provide them with a positive experience that will allow you/your org/your company to succeed. Along with that, Customers Included offers a good dose of perspective, such as understanding that there are politics at play and you need to identify the players and get their buy-in.
The authors fill the (relatively short) chapters with illustrative stories from companies such as Apple, Wal-mart, Microsoft, Gateway, and American Airlines. They're the kinds of memorable tales that make for good cocktail-hour fodder. If you're really in a hurry, each chapter ends with a synopsis of the topic and highlights a few key points in list format. The book is not prescriptive, one-size-fits-all, or step-by-step. Instead, it guides you through understanding why you need to get to know your customer, ways you can listen to them (without biasing their input), and even a little bit on how to get buy-in from others in order to make the changes that are needed.
I found myself nodding along, underlining useful points, and scribbling "YES!" in the margins throughout my read. At times, it's almost like Hurst and Terry crawled inside my brain and spit out my thought process on the page. I can't say that this book is revolutionary or that it opened my eyes to a new way of thinking. However, it reinforces what I believe: engaging your customer and truly listening to them is the only way anything can truly succeed.
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 language. The premise is simple: Your [whatever] is doomed to fail if you never consider your customer's needs/wants. But as simple as idea is, it often gets lost amongst the corporate politics, various organizational agendas, and constantly accelerated project timelines.
This is emphatically not a book touting a "customer is always right" philosophy. Instead, it focuses on ways to truly understand your customer so that you can provide them with a positive experience that will allow you/your org/your company to succeed. Along with that, Customers Included offers a good dose of perspective, such as understanding that there are politics at play and you need to identify the players and get their buy-in.
The authors fill the (relatively short) chapters with illustrative stories from companies such as Apple, Wal-mart, Microsoft, Gateway, and American Airlines. They're the kinds of memorable tales that make for good cocktail-hour fodder. If you're really in a hurry, each chapter ends with a synopsis of the topic and highlights a few key points in list format. The book is not prescriptive, one-size-fits-all, or step-by-step. Instead, it guides you through understanding why you need to get to know your customer, ways you can listen to them (without biasing their input), and even a little bit on how to get buy-in from others in order to make the changes that are needed.
I found myself nodding along, underlining useful points, and scribbling "YES!" in the margins throughout my read. At times, it's almost like Hurst and Terry crawled inside my brain and spit out my thought process on the page. I can't say that this book is revolutionary or that it opened my eyes to a new way of thinking. However, it reinforces what I believe: engaging your customer and truly listening to them is the only way anything can truly succeed.
May 22, 2024
Rating: 7/10
Read for class. Presents interesting historical examples to support its common-sense-but-sometimes-ignored thesis, then advocates for various ways through which a company can be made more customer-centric.
The main takeaway is Hurst's "listening lab" methodology (which I did quite like), which essentially boils down to watching and listening to a customer trying out your product in a room. Hurst also provides good advice for how to better integrate executives - including CEOs - into this process, and how they themselves can adopt a "customer included" mindset.
Of course, Customers Included is also hampered by the usual suspects one finds in most "business books" directed at VCs, founders, unquestioning MBA students, and so on. These include:
- Suspicious lack of data and rigor to support the methods he prescribes
- Umpteen references to the firm the author runs, lest we forget he has a day job (wait a minute, is this book just an advertisement?? couldn’t be…)
- Slightly self-important, unintentionally funny statements (my favorite is in the intro, when Hurst presents “one simple but radical proposition: When making a decision that affects customers, it’s better to include customers in that decision, in some meaningful way, rather than completely ignoring them.” Radical??? I'm sticking with common-sense-but-sometimes-ignored)
Thankfully, this book was not long enough for these foibles to seriously irritate me, and so I am happy to give it 3 stars for being short and reasonably useful.
Read for class. Presents interesting historical examples to support its common-sense-but-sometimes-ignored thesis, then advocates for various ways through which a company can be made more customer-centric.
The main takeaway is Hurst's "listening lab" methodology (which I did quite like), which essentially boils down to watching and listening to a customer trying out your product in a room. Hurst also provides good advice for how to better integrate executives - including CEOs - into this process, and how they themselves can adopt a "customer included" mindset.
Of course, Customers Included is also hampered by the usual suspects one finds in most "business books" directed at VCs, founders, unquestioning MBA students, and so on. These include:
- Suspicious lack of data and rigor to support the methods he prescribes
- Umpteen references to the firm the author runs, lest we forget he has a day job (wait a minute, is this book just an advertisement?? couldn’t be…)
- Slightly self-important, unintentionally funny statements (my favorite is in the intro, when Hurst presents “one simple but radical proposition: When making a decision that affects customers, it’s better to include customers in that decision, in some meaningful way, rather than completely ignoring them.” Radical??? I'm sticking with common-sense-but-sometimes-ignored)
Thankfully, this book was not long enough for these foibles to seriously irritate me, and so I am happy to give it 3 stars for being short and reasonably useful.
April 12, 2018
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 the same page and I'm glad to use his work as a reference.
2) He speaks about this idea of really trying to empathize with the client's problem, via listening booths. I think there might be even more here that can help. That said, this is a good starting place if you're trying to industrialize the issue and do not have the other options of trying to empathize with a client.
3) The challenge of leading questions is a real thing. If you ask a question that leads a client into an answer you'll likely get the wrong answer. His story of Walmart is telling.
4) The issue of culture. He addresses it, but I think there is a lot more. I expand on this in my book, but I'm glad to see that he also identifies it as a key part of innovation and the obstacles that stand before it. This issue around concensus, though I do not agree with. Key stakeholders and similar type verbiage likely confuses the point. If we go back to the apple example and Job's format of who was allowed to have a say (almost no one) and everyone else, this will make more sense. I think though this part was for customers more than it was for the sake of his feelings on it.
Overall 5 stars. Would love one day to sit down with these guys and see what they think about the stuff I'm working on.
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 the same page and I'm glad to use his work as a reference.
2) He speaks about this idea of really trying to empathize with the client's problem, via listening booths. I think there might be even more here that can help. That said, this is a good starting place if you're trying to industrialize the issue and do not have the other options of trying to empathize with a client.
3) The challenge of leading questions is a real thing. If you ask a question that leads a client into an answer you'll likely get the wrong answer. His story of Walmart is telling.
4) The issue of culture. He addresses it, but I think there is a lot more. I expand on this in my book, but I'm glad to see that he also identifies it as a key part of innovation and the obstacles that stand before it. This issue around concensus, though I do not agree with. Key stakeholders and similar type verbiage likely confuses the point. If we go back to the apple example and Job's format of who was allowed to have a say (almost no one) and everyone else, this will make more sense. I think though this part was for customers more than it was for the sake of his feelings on it.
Overall 5 stars. Would love one day to sit down with these guys and see what they think about the stuff I'm working on.
November 6, 2018
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.
"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.
March 2, 2018
Initial overview of how Jobs to be done framework started but not really a practioners book.
May 10, 2019
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.
August 22, 2024
reread this before developing or looking to improve a product
February 23, 2017
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 provide us each with a copy of the book.
Customer's unmet needs - the very first illustration brings immediate focus on the disparity between design and client needs. I have read and heard variations of this over the years. The case studies help illustrate the point, but I have to admit there was nothing new here for me.
Leadership missteps - this generated more for me as the case studies didn't just point out to mistakes but showed how a turnaround is possible. Although I have heard some of these stories, the follow-through made by the leaders after realizing their mistakes was new to me. At this point, the narrative started opening up some questions in my head.
Getting the organization involved - this segment hit home like no other. Many a time, a mistake stares at us in the face, and yet we are helpless to overcome it as an individual. I will be revisiting these sections a few times.
If you have empathy for your customer and would like to make a difference, reading 'Customers Included' is an ideal first step.
Customer's unmet needs - the very first illustration brings immediate focus on the disparity between design and client needs. I have read and heard variations of this over the years. The case studies help illustrate the point, but I have to admit there was nothing new here for me.
Leadership missteps - this generated more for me as the case studies didn't just point out to mistakes but showed how a turnaround is possible. Although I have heard some of these stories, the follow-through made by the leaders after realizing their mistakes was new to me. At this point, the narrative started opening up some questions in my head.
Getting the organization involved - this segment hit home like no other. Many a time, a mistake stares at us in the face, and yet we are helpless to overcome it as an individual. I will be revisiting these sections a few times.
If you have empathy for your customer and would like to make a difference, reading 'Customers Included' is an ideal first step.
January 19, 2014
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 others on the subject.
Customers Included does a great job of balancing being very user-focused with the realities of running a business. The authors have tried to make the new rules of product development more practical for existing companies, not just startups.
Lots of good examples and debunking some myths about customer-included approaches to innovation. This book is perfect for business or organization leaders that are skeptical of some of the lean or agile development methodologies. Customers Included makes it clear how engaging directly with customers and end-users as a part of the product development process will absolutely drive innovation and better business results.
Customers Included does a great job of balancing being very user-focused with the realities of running a business. The authors have tried to make the new rules of product development more practical for existing companies, not just startups.
Lots of good examples and debunking some myths about customer-included approaches to innovation. This book is perfect for business or organization leaders that are skeptical of some of the lean or agile development methodologies. Customers Included makes it clear how engaging directly with customers and end-users as a part of the product development process will absolutely drive innovation and better business results.
February 28, 2015
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 products and creating experiences for customers.
September 27, 2013
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.
October 1, 2013
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.
January 5, 2014
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.
February 8, 2014
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.
February 12, 2022
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.
January 8, 2014
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.
May 20, 2014
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.
May 20, 2014
Lacks substance but stories were entertaining
December 26, 2014
Fantastic read about how to make customer experience the loyalty you need to create ultimate sustainability.
May 20, 2014
Good stories, but I can't believe people actually have to be told the advice on this book.
February 1, 2015
Simple message powerfully given.
Displaying 1 - 24 of 24 reviews