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Why can't some companies manage to give customers what they want? Drawing on case studies from his new book, Mark Hurst describes how "listening to your customers" is often misunderstood, if not ignored outright. Case studies include a well-intentioned innovation that failed spectacularly, and a major corporate initiative that wasted hundreds of millions of dollars, all because customers were not properly included in the design and strategy process. In response, Hurst suggests an easy remedy.