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When Customers Don't Tell the Truth | Classics with Kathryn McGarvey
What if your customer research is missing the emotional truth because you're stuck on surface facts? Kathryn McGarvey joins me to discuss the kid’s book, Adrian Simcox Does NOT Have a Horse + why sometimes the "lies" customers tell reveal more than cold demographics. We discuss how to dig past the first answer + why one client's sweary customers led to 900% signup increases. Plus, why being kind beats being right + how Chloe's mum delivers a masterclass in strategic empathy. Look for more Classics episodes where we take stories that definitely aren't business books + treat them as full-on…
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