The following is a conversation between David Duncan, a Senior Partner at Innosight and the Author of The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior, and Denver Frederick, the Host of The Business of Giving.

Customers have jobs to be done. They hire companies to solve a problem or fulfill a need and fire them when unhappy. This framework is shared in a very engaging new book by my next guest. He's David S. Duncan, a senior partner at Innosight, and the author of The Secret Lives of Customers: A Detective Story About Solving the Mystery of Customer Behavior.