See Feel Think Do -
the power of instinct in business
| Andy Milligan and Shaun Smith
Instinct lies behind some of the most successful leaders, best products and most innovative ideas in business today. It has produced the iPod, led to drive-through check-ins and low cost flights; it has affected the way that Heinz market Ketchup and the way NASA teach their astronauts safety. For a while it looked as if MBA models, focus groups and CRM systems were in danger of taking over from human instinct and passion for making a difference. In seeking to get closer to customers we have become ever more distanced through the very processes we adopt. In their book, ‘See Feel Think Do’, Shaun Smith and Andy Milligan explore this concept further and show how many of the best and most innovative business ideas come from people who operate more from their own instinct and insight rather than endless analysis. The authors draw on their own experience and insight as well as that of many of the world’s most successful companies to show how the power of instinct can transform a business and the experience it creates for its customers or clients. Through a mixture of stories and real life case studies, the book outlines a simple process and a series of key steps on which to focus in order to translate instinct into action. The real beauty of this concept is that anyone can do it – all it requires is the ability to see, feel, think and do.
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