How, exactly, are teams supposed to “listen” to customers? Isn’t it the case that customers often don’t know what they want? And even if a company did somehow figure out what customers wanted, what would be the next step? Mark Hurst responds to those questions by describing a new way for companies to create products, services, and strategies. He calls it “customers included,” and it makes one simple but radical proposition: When making a decision that affects customers, it’s better to include customers in that decision, in some meaningful way, rather than completely ignoring them. Mark Hurst is the founder of Creative Good, the New York-based consultancy and creative platform that he founded in 1997. He has spent his career writing, speaking, and advising teams about how to create better products and services. Hurst is the author of two books: "Customers Included" (2d ed., 2015) and "Bit Literacy" (2007). He’s also the creator of the Good Todo mobile productivity platform, the world's first cross-platform to-do list, and the Gel conference, a 15-year-long series of events that helped debut Wikipedia, Khan Academy, and other projects. Since 2017, Hurst has hosted Techtonic, a weekly FM radio show on freeform independent WFMU (see techtonic.fm).