"This book is about how to survive or perish. It is as stark as that. Ian's book is brimming with examples of how leaders can not only survive - change today and they can thrive" --Matt Truman, CEO and CoFounder, True
"Ian has taken a complex topic and demystified it for leaders across the organisation - an essential read." --Robert Kent, Chief Data Officer, Pets at Home
"Business is awash with data; yet most companies haven't a clue how to use it. This book will ensure you do." --Danny Russell, Customer Insight Consultant
"Required reading for all consumer business leaders who want to understand how to gather and use data to their competitive advantage." --Jon Florsheim, Senior Advisor, AMP Capital
