As leaders like Jeff Bezos know, you can never over-invest in understanding your customers. In this talk, I'll walk through three techniques for developing deep customer insight. The first is segmentation on the basis of behavior or 'jobs to be done'. The second is the consumption chain, which is a map of the customers' entire experience - most companies are tone-deaf to what is actually going on with customers in their actual experience. The third is mapping attributes to customer expectations and sentiment, but doing so dynamically. Very practical, actionable stuff.
