Gregg Bernstein | @greggcorp | for WAQ 2015

NEWMY BROTHER-IN-LAW’S

VAN

NEWVAN

WhiteVAN REQUIREMENTS

7,658 LAIR CONDITIONING

RADIO

Actual

expected

Unknown unknowns.

Thomas Schelling

When a possibility is unfamiliar to us, we do not even think about it.

Daniel Kahneman

WYSIATIWhat You SeeIs All There Is

wisdomIS YOUR STARTING POINT,

NOT YOUR CLOSING ARGUMENT

MIGHTY MIGHTY

boston

garbage ingarbage out

Location

Locationsearch

Location

algorithmsearch

Location

algorithmsearch

the flu!+

of the U.S. had11%the flu!

of the U.S. had6%

the flu!

correlationIS NOT

causation

plainwrong

plain

wrong

plain

wrong

plain

wrong1.3%

plain

wrong98.7%

What have we done?!

plain

wrong1.3%

plain

wrong

dataHAS A

STORY

wisdom data

context

wisdom data

Urie bronfenbrenner

Urie bronfenbrenner

individual

individualmicrosystem

individualmicrosystem

exosystem

individualmicrosystem

exosystemmacrosystem

individualmicrosystem

exosystemmacrosystem

chronosystem

microsystemexosystem

macrosystemchronosystem

context

christian madsbjerg

People Their World Their Cultue

understand:

There was a feeling that simple things had become harder to do. Jeremy Brand Yuan Evernote Chief of Staff

be doneJOB to

PRODUCTTHEY HIRE A PRODUCT TO DO A

JOB

PEOPLE DON’T BUY A

—CLAY CHRISTENSEN

analytics

statisticsanalytics

surveysstatisticsanalytics

surveysstatistics

feedback

analytics

The customer issues that aren’t on your radar, that you’re completely unaware of, can be the most important things you need to hear. Sian Townsend Director of Research, Intercom.io

feedback

theorygrounded

surveysstatistics

feedback

analytics

surveysstatistics

case studiesinterviewsfeedback

analytics

case studiesinterviews

case studiesinterviews

& ListenObserve

& ListenObserve(Don’t Speak)

microsystemexosystem

macrosystemchronosystem

context

Customer Environment Devices Structure

Alex Quiet New Macs, PCs Collaborative

Barb Loud Phones, Fax (!) Isloated

Cal Disruptive Old PCs (Gateways!?)

Frantic/Disruptive

Dora Loud iPad Collaborative

not scriptconversation

listen closeAsk open

simple question:What apps do you use?

“I use Gmail and Evernote. Oh, and we also use

Microsoft Word.”

“I use Gmail and Evernote. Oh, and we also use

Microsoft Word.”

“I use Gmail and Evernote. Oh, and we also use

Microsoft Word.”

Listen for plot, voice,

& roles

analysisvoice relational

Customer Primary!Software

Secondary!Software Empowered?

Alex Gmail, Evernote Excel Yes

Barb Burgertime Salesforce Yes

Cal Salesforce Evernote No

Dora Excel Google Drive No

Customer Preferred Software Meh Software Purchaser? Environment Devices Structure Payment Industry Logins/Week

Alex Gmail, Evernote Excel Yes Quiet New Macs, PCs Collaborative Paid Ecommerce 12

Barb Burgertime Salesforce Yes Loud Phones, Fax (!) Isloated Free Software 3

Cal Salesforce Evernote No Disruptive Old PCs (Gateways!?)

Frantic/Disruptive Paid Marketing 0.5

Dora Excel Google Drive No Loud iPad Collaborative Free Agriculture 4

100 data points1 interview

MailChimp Snap

retailers

too busyretailers

phonestoo busyretailers

phonestoo busyinstagram

retailers

phonestoo busy

quickinstagram

retailers

context

wisdom data

context

wisdom data

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