Turock's latest work challenges the conventional wisdom "Ask customers what they want and give it to them." In contrast, industry trendsetters respond to customers latent needsthat is, give them products and services they will value but would never think to ask for.
The title, Invent Business Opportunities No One Else Can Imagine was conceived in conversations with patrons of Buck's Restaurant, the favorite deal-making dining establishment in Silicon Valley.
Turock spotted his customer's latent needs in response to his father's triple bypass surgery in 1983. He noticed no books were written for thousands of people who know what to do to be physically fit, but lack the motivation for making healthy lifestyle choices. Turock wrote Getting Physical: How to Stick With Your Exercise Program, and became a corporate wellness consultant.
At age 26, Art gained his first leadership experience as Director of the University of Iowa's Interpersonal Skills Training Project, where he recruited, trained, and mentored trainers from throughout the state. The training of trainers approach was designed to motivate trainers to stretch their professional competencies and became a prototype for statewide interpersonal skills training for many years.
