The Ends Game examines what it truly means for a business to put customer care at the centre of what they do. It explains new and old research about the consumer and how companies can benefit from these perspectives in today's digital market.

WHY I LOVE THE BOOK
The authors give loads of examples of companies who are on the right path as far as customer care is concerned. It is refreshing to see where a few businesses have gone wrong and what some have done right.

DISLIKES
It is a dry read and takes some effort for those who are not business or economics nerds.

WHO IS IT FOR
Anyone who is looking to start or invest in a business needs to give this a look.

Many thanks to MIT Press for a review copy.