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The Heath Brothers Teach Marketers How to ‘Break the Script’ With the Power of Moments

Michael Krauss

Chip and Dan Heath teach marketers how to capitalize on an unexpected peak moment for customer satisfaction.

Some moments matter more than others. In The Power of Moments, Chip and Dan Heath teach marketers how to capitalize on an unexpected peak moment for customer satisfaction. 

Marketers talk a lot about Big Data and analytics—how artificial intelligence and automated systems may soon power and enable the front end of many of our customer-facing experiences. I’m a technology advocate and I believe in data, analysis and facts. I also believe marketers need to comprehend human behavior and psychology to strategically deploy digital tools such as AI. 

That’s why The Power of Moments: Why Certain Experiences Have Extraordinary Impact is a must-read book for all marketers, and perhaps for all executives.

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Michael Krauss

Michael Krauss is president of Market Strategy Group based in Chicago.