"""In What to Ask, Andrea Belk Olson cuts through the clutter of customer data noise and guides us squarely into their hearts and minds where, together, we can help discover the unspoken needs and desires they've yet to articulate. If you are competing in a space clamoring for insights about your customers, read this book.""
—Ron Carucci, Managing Partner, Navalent, Bestselling Author of To Be Honest and Rising to Power

""What To Ask provides an enlightenedviewofthe customer insight challenge that every single businesstoday struggles with. And it delivers to-the-point, non-academic, no bullshit methods and guidance to address it.""
—Dennis Sparks, Retired Director of Global Supply Chain with Pfizer, and Board Member at the University of Iowa's John Pappajohn Entrepreneurial Center

""What to Ask is a must-read for business leaders anddecision makers at alllevels and in everyindustry and an invaluable resource for entrepreneurs who are seeking to innovate anddifferentiate in emerging markets or in existing markets where current solutions no longer meet customers' needs.""
—Tom Trone, Retired Global Sales, Marketing And Businessdevelopment Executive with John Deere, SerialEntrepreneur, and Entrepreneurial Instructor at The University Of Iowa

""What to Ask is just what we need right now in the customer insights and marketing domain . . . This smart, practical guide leverages behavioral science to help you help customers reveal what really drives their decision-making, so that you have a real shot at impacting it.""
—Elys Roberts, CEO & Founder, BEESY

""This is an excellent, contemporary reference manual for people measurement and all the foibles of human nature that go with it, brought to life in a fascinating and memorable way.""
—Patrick Fagan, Co-Founder and Chief Science Officer, Capuchin Behavioural Science, and Lecturer at the University of London

""This book will help sharpen your customer focus. Incredibly immersive yet practical, it skips all the vague theories and delivers an immediately applicable method to shift organizational mindsets around customers and what they need now.""
—Steve Blank, Adjunct Professor at Stanford University, Senior Fellow at Columbia Business School, Architect of the National Science Foundation I-CORPS Curriculum, Father of Modern Entrepreneurship and Author of The Startup Owner's Manual

""This is the best title of any marketing book. And the contents more than live up to the promise. It is a masterclass in learning to uncover the decisive distinctions and paradoxes in human behaviour which most businesses overlook to their cost.""
—Rory Sutherland, Vice Chairman at Ogilvy UK, TED Global Speaker and Author of Alchemy: The Surprising Power Of Ideas That Don't Make Sense

""I teach every entrepreneur that they must know their customer better than their customer knows themself. This is the first book that I've read that shows you exactly what that means and how to do it.""
—Gino Wickman, Founder of EOS, and Author of Traction and Entrepreneurial Leap

""In this insightful, entertaining and practical book, Andrea Belk Olson gives hugely useful and valuable frameworks to make sure the questions you ask about your customers give you the answers you need to drive business success.""
—Richard Chataway, Author of 'The Behaviour Business' and CEO of BVA Nudge Unit UK

""Andrea Belk Olson explains cogently and practicality how to understand customer needs in a world where technology creates the illusion that it's ‘all in the data.'""
—Martin Reeves, Chair, BCG Henderson Institute and author of Your Strategy Needs a Strategy and The Imagination Machine"