'If you want to be a good designer, you don't really bring an ego to the work, you listen to what people say and you try and design the most customer-centric thing that you can and I've tried my best to bring that mentality to writing. A book ultimately is a product.'
Matt Watkinson's first book, The Ten Principles Behind Great Customer Experiences, won the CMI Management Book of the Year award, so it's clear this approach is working well for him.
In this interview he explains how he set about writing his new book The Grid: The Decision‑Making Tool for Every Business (Including Yours). When he was asked at a conference what his second book would be, Matt answered "Oh it's a single model that's going to explain all the factors that make a business succeed or fail and it'll fit on a single page." The entire audience burst into hysterical laughter, but he was quite serious.
This is a superb example of how a distinctive model can underpin a book, and also a generous, entertaining interview.
You'll also hear the suppressed squeal in my voice as I announce some big news of my own...