01241nam a22001577a 4500 251029b |||||||| |||| 00| 0 eng d 9781838119911 tbs eng Cohen, Jon 26364 author Asking for trouble : understanding what people think when you can't trust what they say / Jon Cohen. London : Wonder Wheel Publishing, 2021. xii, 239 pages : illustrations ; 20 cm. It’s only natural to ask people what they think of your ideas. After all, you can’t launch, create or do something of value if you’re not interested in the opinions of your intended audience. Trouble is, the asking doesn’t always help. Learning the lessons from a lifetime of listening, Jon Cohen reveals why you can’t trust what people say and explains why their answers will often lead you astray. Drawing on an extraordinary array of entertaining and inspiring examples, Jon demonstrates how to ask better, listen harder and get closer to the truth. This book will transform your ability to understand what people think, enabling you to develop more imaginative ideas, braver public policy and compelling marketing communications. lcc 5118 5118