How Customers Think
IN THIS SUMMARY
In today's Consumer Society, Gerald Zaltman quotes Peter Drucker that a company's competitive advantage will come from its ability to capture and apply the insights from many diverse fields not just from business. This means understanding what the consumers want and how they think will require a new paradigm shift and the use of other equally important scientific disciplines not hitherto used in the past to probe the minds of consumers. Likewise, Zaltman argues that for companies to survive in today's competitive and rapidly shifting environment, they must be able to reconnect the splintered pieces of thinking about consumers.