Congratulations on your gold book award!
Synopsis
Who do you know so well that you can finish their sentences? You know what they need more than they do? You can feel what they feel? You can make them laugh at their inconsistencies? Perhaps a spouse, a best friend, a family member?
What about your customer?
Companies often call themselves insights-driven or customer-driven, but what they really mean is data-driven. However, data alone cannot reveal or explain the deep truth behind why people behave the way they do or identify the needs people don’t even know they have.
To truly uncover an insight—a deep truth—about another person requires more than data. One needs the ability to discover the non-obvious obvious using observation, listening, summarizing and asking great questions.
Mitch and Melinda with their combined 50+ years of experience breakdown the process of insight discovery with simple tools and frameworks. These frameworks will enable anyone—regardless of formal marketing or analytics training—to uncover what we all want to know: a deep truth about why people do what they do.
Author Bios
Mitch Tull is the Founder and Principal of Marketing Skill Partners LLC, a global consultancy that advises marketing capability leaders from leading pharmaceutical and healthcare companies on the marketing foundations required to deliver top-line business results. An experienced pharmaceutical executive with expertise in global and healthcare marketing, Mitch held numerous marketing leadership positions during his thirty plus years with Eli Lilly and Company, including leading Lilly’s Marketing Institute. Mitch is also the co-founder of Practical Marketing Skills LLC, a marketing education content company, that provides educational and learning resources on topics related to insight discovery and strategic marketing. He received a Bachelor of Science degree in Pharmacy from the University of Arkansas and lives in Carmel, Indiana with his wife.
Melinda Spaulding is the Co-owner and President of Practical Insights, Inc, a marketing research consulting firm and Co-founder of Practical Marketing Skills, LCC, a marketing education content company. Market research has been central to Melinda’s career beginning with her Masters in Market Research degree from the University of Georgia. She was Eli Lilly & Company’s first hire from this program as a market research consultant. Melinda shifted to the service side of market research which included running the analytics function and serving on the executive committee for G & S Research. In 2007, she and her husband established Practical Insights, Inc., allowing her to grow beyond primary market research projects. Today Melinda is sought after for her ability to synthesize data, connect insights to strategy and share the art of storytelling. She currently lives in Cicero, Indiana.
Learn more about the Nonfiction Book Awards here.
