It is seldom that a management book could be described as “delightful.” But, I’m thrilled that David Duncan’s new book “The Secret Lives of Customers” is exactly that. It’s a detective story with a hero who is a data detective, clues to solving the customer behavior challenge and a terrific (and very user friendly) introduction to the jobs-to-be-done theory of eliciting customer needs. David is a consultant at Innosight, a good friend and – soon – a Friday fireside chat guest!