The Catalytic Customer: Accelerating Innovation and Growth from the Outside In

In The Catalytic Customer, veteran strategist Paul Peterson flips the script on customer feedback. Instead of listening to the loudest or most loyal voices, he introduces a rare and remarkable group of individuals: Catalytic Customers. These are the people who spot overlooked opportunities, challenge assumptions, and help companies make better decisions faster.

Why read this book?

• Discover how to find customers who sharpen focus and spark innovation
• Go beyond generic feedback and get insights that actually drive change
• Embrace a clear, repeatable framework to improve products, strategy, and messaging

Backed by real stories from brands like Netflix, Google, and AT&T, this book offers practical tools and examples to help you work with customers who can truly move the needle. Whether you're building, designing, or marketing, you'll learn how to stop guessing and start listening to the voices that matter most.

If your team is drowning in data but still unclear on what to do next, this book will show you the way forward. Get your copy now.