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Henry Mason, David Mattin, Maxwell Luthy, Delia Dumitrescu
In this startling new book, the team at trendwatching.com share a powerful, counter-intuitive truth: to discover what people want next, stop looking at customers and start looking at businesses. That means learning how to draw powerful insights from the way leading brands and disruptive startups—from Apple to Uber, Chipotle to Patagonia—redefine customer expectations.