describes a simple, yet powerful, technique that lies behind some of the best inventions and most innovative product and service ideas in business today. Put simply, it is the idea that by watching and empathizing with real rust customers and how they act, we can develop ideas that solve their real needs, For a while it looked as if MBA models, focus groups and CRM systems were in danger of taking over from good old human instinct and a passion for making a difference. Now we are seeing that many of the vest and most innovative business ideas are coming from business leaders who operate more from their own gut instinct and insight rather than endless analysis.

Tim Waterstone started his chain of bookstores using just this approach. Philip Green has tripled earning of the Arcadia Group with his hands-on style. David Neeleman, founder of US airline JitBlue Airways, used these principles to propel his airline from a start-up in 1999 to a US$1-billion company today. It has produced the Apple iPod, led to drive- through check- ins and low-cost flights; it has affected the ways that Heinz market ketchrp and NASA teach their astronauts safety.

The authors draw on examples from many of the world's most successful entrepreneurs, from people as diverse as Steve Jobs, Gordon Ramsay, George Soros ,Richard Branson and Jeff Bezos toorganizations as varied as Tesco, EMC2, Progressive, Clifford Chance, TNT and the Geek Squad.

ANDY MILLIGAN Andy is widely acknowledged as a leading international brand consultant who has worked for over 15 years advising major organizations brand-buliding strategies. He joined the Interbrand Group in 1990, moving to its Singapore office in 2002 where he was managing director Andy has worked on a wide range of brand consultancy projects internationally and across a nubber of market sectors. His other books include Uncommon practice:People who deliver a great brand experience, authored with Shaun Smith Brand It Like Beckham; The story of how Brand Beckham Was built and Resorting to Romance: How the Banyan Tree made a brand fit for paradise.