The Moment of Clarity

CONCLUSION

Getting People Right

IF YOU HAVE JUST ONE single takeaway from our book, we hope it is this: getting people right is the key to taking your business out of a fog.

If it were that easy, however, this book would only be one page long! By default, most of us get people wrong quite often—especially when we are trying to make sharp shifts in strategy. As has been argued throughout the book, most of us take for granted various assumptions about customers and users when we create business strategy or solve problems around marketing, product innovation, and sales. These assumptions are generalizations about human behavior and have very little to do with how people really experience the world.

These potentially unhelpful assumptions include ...