Interesting and engaging book to read. This book is about customer-centric marketing which is very important in the age of digital and technology-empowered opportunities. Technology provides so much data and it is in the hands of businesses to use it at their benefit. The examples of companies in the book give a very good opportunity to understand practical insights and potentially “try on” in own business environment I have found the entitled consumer research very good. The book is easy to read and is practically oriented. I recommend it to marketing, sales and business development people as there are many things that can be implemented in cross-functional practice.