Blind Spot

Building relationships is fundamental in the networked age. Blind Spot lays out a powerful design thinking approach for an organization to build long-lasting, meaningful relationships with customers.

Reid Hoffman, chairman at Linkedin and partner at Greylock

When successful traditional companies like Target train their employees to refer to customers as ‘Guests,’ or when at tech companies like Automattic there aren’t any technical support people but there are ‘Happiness Engineers’ instead, you can see a company’s culture consciously caring about the relationships they choose to have with their customers. This new book on the science and art of crafting thoughtful relationships with customers, Blind Spot, provides helpful examples and frameworks to guide more leaders’ understanding for how to deeply engage and commit to their customers, instead of simply transacting with them while wondering why they’re not coming back at all.

John Maeda, partner, Kleiner Perkins Caufield & Byers

The greatest challenge to corporate leaders today is finding new ways to build deep, long-lasting engagements with people in an era of transience and transaction. The waveline is the first new tool I’ve seen in years that has the power to build relationships with consumers that they will value highly. The dynamic, illustrative, multi-dimensionality of the waveline makes it the 21st century replacement for the consumer journey.  Indeed, the waveline is the new consumer journey

Bruce Nussbaum, former innovation and design editor of Business Week, former professor of Design and Innovation at Parsons The New School of Design, and current Mentor-in-Residence at NEW INC, the New Museum’s digital art incubator in New York

In a time of increasing complexity and change, Blind Spot takes the mystery out of how companies can and should create lasting value for the people that matter most—their customers.

Lisa Kay Solomon, coauthor of Moments of Impact and Design a Better Business

Since Hamilton Carhartt created our first overalls after doing ‘fieldwork’ with railway workers in 1889, everything we’ve done has rested on building great customer relationships. The ideas in Blind Spot have helped us do even better, in a much more complicated world

Mark Valade, CEO, Carhartt

From newspaper readers to cash-hungry ATM users, companies are looking to create meaningful and lasting relationships with their customers. The waveline is a truly game-changing tool for assessment and optimization of your organization’s consumer engagement.

Thomas Pierce, chief marketing officer, Cardtronics