• There are no suggestions because the search field is empty.

Being Customer-led: Repeatedly doing what's inconvenient

Published 28 Jul 2021 50 Minutes

Customer Experience

Companies that are truly and manifestly customer-centric are rare, and rarer still is the organisation that manages a successful transition from self-obsession to being customer obsessed.

In his book The Customer Copernicus Charlie Dawson unpacks the ingredients, values and mindset of those rare organisations that are not only customer-led, but also manage to stay that way.

In conversation with Stephen Cribbett thought leader Charlie Dawson uses case study examples from his decades long research and experience to illustrate how some of the most successful customer-led brands and businesses have learned to do this, getting over what’s initially inconvenient and unsettling to grow much more unusual beliefs.

 Everyone talks about being customer-led, very few do it for real. The Customer Copernicus explains why, based on real-world examples. It has practical guidance on how to do better. If you’re saying you want to be a customer-led success, read this. It will help.

Peter Duffy, CEO Moneysupermarket Group

 Customer-centric systems and behaviours are the key to success. But if it’s that obvious why is it so hard to do … and harder yet to sustain? Dawson and Meehan take this puzzling conundrum and propose well thought out and actionable solutions. A must read for business leaders navigating today’s markets.

Dan Futter, Chief Commercial Officer, The Dow Chemical Company

This is a unique opportunity to hear directly from the book's author as he discusses:

  • the attributes of a customer-led approach to growth and brand building
  • the kind of inconvenient truths that are so hard to embrace
  • why it’s so hard to stay customer-led and continue to deliver brand growth

This webinar forms part of our #FutureReadyBrands series.

If you are interested in surfacing the inconvenient truths that maybe the key to making customer-led change happen, then please book a discovery call below and take a few moments to learn more about 'Insight' expertise below.

Watch now

Discover our platform and services


The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.


Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.


We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement


Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch


Further's expert team pushed us to clarify our assumptions and to think about how to communicate the value of our products .

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer


Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Zwift image

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Palmolive Colgate

The engagement with the online community in China has been phenomenal. Our online activities and a product trial have been executed flawlessly.

We helped Colgate Palmolive better understand people’s experience of using skincare products in Asian markets

Chillys image case study

We helped Chilly’s leadership team consider new ways to understand and co-create with their customers’

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Contact Us