Before We Begin, A Bit About You

Hi. Good to see you've got this book in your hand and reading this page. The thing is, I know nothing about you – and I have no idea what's brought you to this moment where you are standing (Sitting? Lying?) here reading this page. I didn't do any market research, I didn't ask anyone if they wanted a book like this, I didn't even have a ‘target market' in mind when I wrote it. 

When publishing a book the publisher will always ask the hopeful author ‘Who's the target market?'. I'm not sure what I said, but I know I lied as to the audience for this book and the motivations for buying it. You might be someone in the market research industry outraged by the title; you may be a small business owner wanting to know how to build a brand centric business; you could be a marketer or a CEO empathising with the title; or you could be my wife, Anna, supporting me. Or you might be someone completely different.

I didn't listen to the customer (possibly you) when I wrote this book, but the fact you are reading this is just the smallest evidence point to suggest I was right about not doing so.

Anyway, enough with the smug, circular arguments, I hope you enjoy Stop Listening to the Customer: Try hearing your brand instead – whoever you are.

Adam Ferrier