Welcome to episode #842 of Six Pixels of Separation. Here it is: Six Pixels of Separation - Episode #842. Have you ever met a "differentiation expert"? That's the role of Andrea Belk Olson (who is also a speaker and author). As the CEO at Pragmadik, where her team helps organizations of all sizes better understand customers (their wants, desires and secret needs). She is the author of The Customer Mission, No Disruptions, and more recently published her newest book, What to Ask - How to learn what customers need but don't tell you. A sought-after keynote speaker at conferences and corporate events, Andrea is a visiting lecturer at the University of Iowa’s Tippie College of Business and head of their Startup Business Incubator (JPEC Founders Club). She is also a mentor at the University of Iowa Venture School. In What to Ask, Andrea delivers a fresh, cognitive approach for discovering hidden customer needs, converting them quickly into differentiators, and avoiding the pitfalls of traditional research, which ignores the two essential sources of insight: context and behavior. So, if you are faced with discovering what customers really want, this episode is just for you. Enjoy the conversation... Running time: 53:33. Hello from beautiful Montreal. Subscribe over at Apple Podcasts. Please visit and leave comments on the blog - Six Pixels of Separation. Feel free to connect to me directly on Facebook here: Mitch Joel on Facebook. or you can connect on LinkedIn. ...or on Twitter. Here is my conversation with Andrea Belk Olson. What to Ask. The Customer Mission. No Disruptions. Pragmadik. The Customer Mission Podcast. Follow Andrea on LinkedIn. Follow Andrea on Twitter. This week's music: David Usher 'St. Lawrence River'.