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Stop Listening to the Customer

Try Hearing Your Brand Instead

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Stop Listening to the Customer

By: Adam Ferrier, Jen Flemming - contributor
Narrated by: Alex Wyndham
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About this listen

If you want to stand out from the crowd, develop a clear and consistent brand voice, and ultimately build a fruitful business - listen to your brand. Stop Listening to the Customer offers insights into how consumers are driving homogeneity in brands and shares the proven strategies you can implement to amplify your own position in the world.

The customer is not always right. In fact, our obsession with the customer risks devaluing brands by making them generic and forgettable. Brands have become too consumer-led, where they are driven by journey-mapping, customer-centric design, and an excessive focus on consumer-driven data. Instead, try redressing the balance and be brand-led, where brands and businesses can truly become unique, interesting, and highly profitable.

Multi-award-winning brand strategist and consumer psychologist Adam Ferrier shares his contrary approach to building a strong brand in Stop Listening to the Customer. Backed by science, real-world examples, and extensive industry experience, Ferrier explores the dangers of listening to the consumer too much, shares lessons from successful businesses who prioritize their brand, and reveals the brand-building secrets of their success.

©2020 John Wiley & Sons Australia, Ltd. (P)2020 Gildan Media Business Development & Entrepreneurship Marketing Marketing & Sales Small Business Business
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I probably would have read this book to the end, but I found the stories related to his work in prisons a bit disturbing. I'm a mother so it's upsetting to hear about those types of people. Otherwise the information was useful.

Didn't finish

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... the further into this I progressed, the better I found it. Upon completion I wanted to listen again.

The basic premise is well explained in the early chapters, but it was the deeper examples and research findings later in the book that I found most interesting.

Written in a style that’s true to Adam’s brand the book was easy to digest and entertaining throughout.

Like a great movie ...

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Aside from a deep seated ignorance of modern CX and a shameless plug for his agency, Adam tells a compelling story about brand value by repeating himself in several ways. It might have been better as an article rather than book. It does have some entertaining narratives talking to behavioural science and the dying science of design. Also a fantastic wake up call for CX practitioners who ignorantly believe the verbatims and behaviours of customers and homogenised experiences to the lowest common denominator, for fear of offending the outraged customer. A must read for all CX and BX professionals, if only to self-check our passionate opinions. Also, the ethics of BX seems to be conveniently missing. CX is more about delivering on the brand promise, not about defining it.

My soul threw up a little but I read on

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Such a great refresher (slap in the face) on all things marketing! Lots of examples and very easy to listen to.

Actionable, insightful and memorable

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I found this book challenged so much of what we think is the correct and right way to do business, including marketing. Instead Adam presented a compelling argument to stand out and be noticed, to focus on what your company stands for and believes in - this is your Brand.

What's wrong with obsessing about our customers?

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