I received an early copy of this book from Wharton in return for an honest review. I found it a good introduction to the thinking that is required for a company to be customer-centric. I thought the playbook was not prescriptive enough to get a new team busy on 'Monday morning' though it certainly instills the right approaches. The case studies were relevant and detailed enough to add real-world proof points to the narrative. A good starting point for any CCO starting out on their journey to put customers at the centre. The book did make me realise that we are facing a revolution in Marketing as AI and data technology is adopted. many of the skills and techniques we use in Marketing (segmentation, customer journey mapping, personas...) were developed because we could not processes large volumes of behavioural data quickly enough. With AI, automated micro-segmentation, digital communications we can now respond at the individual customer level, so no reason to compromise by applying our traditional heuristics. I may actually see a Customer Centric company implement 1to1 Marketing in my lifetime!