To grow and innovate, few things are more important than developing deep connections with the people you serve.

Across a variety of industries, insights managers are concerned about the impact they’re having. Evidence suggests that effective insights leaders get traction by employing techniques that increase their odds of success.

In marketing and branding, the mantra of the development process is “respond to customer needs.” But as Dev Patnaik makes clear, not all needs are created equal. Here, supported by examples and case studies, he describes a hierarchy of customer needs and suggests how corporations can use this design-based analysis-system logics-to inform their strategic and tactical decision making.

Innovation is one thing; success in the marketplace, quite another. By understanding where your product or service falls in the adoption curve, you can focus your design strategy to win with customers and gain traction.