In his Brands-Only Summit author discussion, Creative Good's Mark Hurst talks about his book, "Customers Included: How to Transform Products, Companies, and the World — With a Single Step." He shares two case studies that explain how innovators can create better outcomes by listening to and including customers.

1. “Customers Included: How to Transform
Products, Companies, and the World
— With a Single Step”
MARK HURST
CREATIVE GOOD
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Customers
Included
@markhurst

6. 2005
“The Playpump is an ingenious
water pump driven by a children’s
roundabout.”

10. 2006
$16 million

11. Fail

13. 2010
In Malawi, Canadian aid
workers Owen Scott and
Duncan McNicholl

18. Total time:
3 minutes, 7 seconds

21. Total time:
28 seconds

24. “Yes, the message is –
stop immediately.”

27. “[We] found no signs that
communities had been consulted
prior to installation.”

28. “I met women who had been
without their own supply of clean
drinking water for months.”

29. “The very nature of innovation
requires that we try new things
and take risks.”

34. 15,573

37. 29,987

44. “Don’t get distracted by the shiny object.
Execute on the fundamentals.”
-Reed Hastings, April 2013

48. Before Project Impact

49. During Project Impact

50. 1 Weird Trick To
Include Customers

56. Yes, but…

59. iMac
iPod
iTunes
iPhone
iTunes App Store
iPad

60. “Mr. Jobs didn’t buy into
focus groups.”

61. “Mr. Jobs didn’t buy into
focus groups.”
“The lesson from Steve: don’t
listen to your customers.”

63. “You’ve gotta start with the
customer experience and work
backward to the technology.”

64. Lessons

65. Remember to…

66. Remember to…
1. Spend time with customers

67. Remember to…
1. Spend time with customers
2. Find out what they want
(don’t ask)

68. Remember to…
1. Spend time with customers
2. Find out what they want
(don’t ask)
3. Execute on the fundamentals

69. Thank you
@markhurst

70. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014