Summary of Anticipate

Knowing What Customers Need Before They Do

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Anticipate book summary
Your business has one goal: Keep your customers happy.


7 Overall

8 Applicability

7 Innovation

5 Style


At the bottom of every Southwest Airlines paycheck is the sentence: “This paycheck is made possible because of your customers.” That idea should be the prevailing attitude within every company. Despite employing too much jargon and too many lists, Bill Thomas and Jeff Tobe, experts on consumer focus, do a good job of detailing how organizations can improve their clients’ experiences and, thus, generate more revenue. getAbstract recommends this perceptive manual to everyone who has customers, no matter what the scale of their business, business model, focus or framework.

In this summary, you will learn

  • Why you must focus on delivering value to your customers,
  • How you can work through the three levels of the “Customer Focus Maturity Model” and the dovetailing 10 points of the “Customer Focus Framework,” and
  • What strategies will help you organize and implement your customer-focus and value-delivery activities.


Giving Customers Consistent Value and Assessing Their Value to You
Companies succeed or fail depending on what their customers think about them and on the experiences – and value – they provide to that clientele. Revenue and profits tie directly to the value that firms deliver to their...
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About the Authors

Bill Thomas founded Centric Performance LLC, a customer focus consultancy. Jeff Tobe founded Coloring Outside the Lines, which consults on the customer experience.

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