Summary of neil hoyne's converted

Please note: This is a companion version & not the original book. Sample Book Insights: #1 A woman went to a shoe store to buy a pair of shoes. She was never actually interested in buying the shoes, but she kept returning to the store over the course of two weeks because of the salespeople's repeated attempts to get her to buy the shoes. #2 The first product sold through Google was a lobster. Someone sat at their computer in California, clicked on a search ad for a fresh Maine lobster, and bought a two-pounder. The next day, a live lobster was delivered in a box to their door, confused as hell about the past twenty-four hours. #3 The company's ambitions never played out. It took too long just to set up all the pieces. The board grew tired of waiting for results. The CMO is gone, and the brand has shuffled between a few more private equity groups. But the legacy remains. #4 Understanding your customers is not about capturing every nuance of their behavior. The more information you try to gather, the more you miss, and the more you spend. Learn to recognize the signals that are important and what not to obsess over.