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Praise for The Soul of Strategy

"The Soul of Strategy is a straightforward and practical book on customer-centricity; a topic that is easy to conceptualize yet extraordinarily difficult to implement in practice, and at scale."
-Mick Farrell, CEO, Resmed

"The Soul of Strategy shares abundant guidance for firms wise enough to grasp the importance of orienting their operations around the soul of the customer. That is no easy feat, yet this book is a clear recipe for achieving that goal."
-Gerald Zaltman, Joseph C. Wilson Professor Emeritus, Harvard Business School and Author, Dare to Think Differently

"This is the definitive guide to becoming customer centric. Compelling, comprehensive, and thoroughly practical."
-Rajesh Chandy, Tony and Maureen Wheeler Chair in Entrepreneurship, London Business School