One word description - Invigorating! Customers are human and dare I say, individuals? What kind of crazy thought process is this?? More company executives, academic business professors and members of society in general, need to read this book!

My only concern is that those in power who continue to stifle creative thinkers would probably ban this kind of book from their workplaces. I have found there to be great fear of those of use who think "outside of the box" as this book encourages us to do. So beware fellow readers and find a nice place to hide while reading! Bravo Mr. Hinshaw and Mr. Kasanoff! ( )