The Power of Customer Misbehavior

Drive Growth and Innovation by Learning from Your Customers

“The Power of Customer Misbehavior” presents, in clear practitioner language, the newly discovered drivers of viral growth – product misuse, self-identity, and technological features. This information comes from academic research conducted over the past several years and has been presented at numerous conferences. Several academic papers stemming from this research are under review at top tier journals. The book “The Power of Customer Misbehavior” will present these newly discovered concepts as simple, actionable principles to the reader in order.

“The Power of Customer Misbehavior” is the first book to explore the idea that customer misuse of current features is the key to viral growth through product development based on this information. Misuse will also introduce the concept of self identity as a motivator for participation in social networks as well as product purchases. Additionally, “The Power of Customer Misbehavior” will discuss several technological features such as the user interface and page load time and their impact on user adoption and retention.


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About the Authors:

Michael Fisher

Marty Abbott

Kalle Lyytinen

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