All change theories and approaches agree on two essential ingredients: committed leaders and engaged employees. Most would say that if you have these, you will have successful change. But how do you get them? This is the point where change recipes often come up short. How do you encourage the commitment and engagement needed in your organization to survive reorganization, acquire a hostile competitor, establish a refreshed workforce strategy, or endure the necessary cutbacks during a recession? How do you get people out of their normal routine and involved in something bigger than themselves or their function? Customers, that's how! By thinking about change from the customer's point of view, you will create sustained commitment and engagement within your organization faster than with any other approach. By encouraging leaders and employees to adopt a cohesive perspective, you will unlock the world's most powerful change strategy: uniting leaders and employees through their customers.

“Bud understands change theories, but this is not a book about theory. This book tells you how to get to know your customers and then gives you a full toolbox to show you how to translate this knowledge into actions that cause change.”
– VP, World Wide Information Technology, Microsoft Corporation