What The Customer Wants You To Know: How Everybody Needs To Think Differently is a book written by Ram Charan and published by Penguin UK. In this book, Ram Charan brings his expertise and explains how the crisis of a broken selling system can be tackled. According to the author, today selling has become a war of prices. Conducting a business transaction is no longer fun according to the author since most customers feel cheated by their respective vendors. In this book, the author states that th...e easiest way to avoid the hassle is to understand the customers point of view. He states that instead of feeling cheated, the consumer should look to the seller for assistance in todays cost-effective times. The author brings in a new aspect of selling, which he calls value creation selling. In a comprehensive and lucid manner, he states that this process will lead to finding a harmonious standing for both the buyer and the seller.