In this episode of the Behaviour Business Podcast, Richard Chataway chats with Andrea Belk Olson, author of ‘What to Ask - How to Learn What Customers Need But Don’t Tell You’.

From starting a tech start-up right out of college, to working for global behemoths and mid-size companies, Andrea has garnered a wealth of insight into different working environments, management styles and company mindsets. And while on first glance they look like they would face very different challenges, Andrea found that, in fact, big or small, start-up or long established companies all faced the same obstacle. They simply didn’t understand their customers.

In this fascinating conversation with Richard Chataway, Andrea Belk Olsen explains how without thinking critically you will never understand what your customers want; how focusing on the things you can measure can ultimately be meaningless; and she also challenges us to think differently about chairs.

Andrea Belk Olson’s new book ‘What To Ask - How to Learn What Customers Need But Don’t Tell You’ is available to purchase at all good bookshops or at www.andreabelkolson.com

And if you haven't yet got around to buying your copy of Richard's book 'The Behaviour Business' you can buy a copy here https://amzn.to/37e3Mwc

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