Traditional customer feedback methods ignore two essential sources of insight: context and behavior. These reveal the WHY behind the WHAT, eliminating the ambiguity of open-ended customer feedback—and this requires a different approach. In , author Andrea Belk Olson, CEO of applied behavioral science consulting firm Pragmadik, and head of the University of Iowa JPEC startup incubator, delivers a unique, cognitive method for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research. Olson also details how individuals and organizations can better tune into customer needs by sharpening their strategic focus, cultivating customer-focused behaviors, and challenging cognitive biases. For anyone faced with discovering what customers really want, delivers a concise approach for spotting those unspoken customer needs and converting them into real customer innovations.