‘Practical yet conceptually sound frameworks make the process of identifying what customers value structured and rigorous.’
—Rishikesha T. Krishnan, Director, Indian Institute of Management, Bangalore

‘Provides marketers and entrepreneurs with a toolkit to gain deep customer insights’.
—Professor Das Narayandas, Senior Associate Dean for External Relations and HBS Publishing, Harvard Business School

‘Interesting framework for discovering customer value that brings clarity and connects the dots with many real-life examples.’
—Sameer Suneja, Group CEO and Executive Director, Perfetti Van Melle

S. Parthasarathy, the author of Unmet Needs of Entrepreneurship: Why Entrepreneurs Do What They Do, is a serial entrepreneur with over three decades of industry and entrepreneurial experience. He built three exciting software web-based solutions in ‘Jugaad’ mode that resulted in the development of India’s first Software-as-a-Service (Saas)-based solution to manage apartment complexes in 2008. Prior to his entrepreneurial stint, he worked as a merchant banker with ITC Classic Finance, the NBFC arm of ITC Ltd. Currently, he heads the alumni relations function at IIM Bangalore and is a mentor for early-stage start-ups at NSRCEL, IIM Bangalore. He received his MBA from IIM Bangalore in 1994. He continues to be fascinated by his childhood interests in astronomy, Star Wars, Star Trek, ancient history, geography, people and world culture. A pacifist by choice, he is against cruelty to animals. He lives with his wife, two kids and Mia, their dog, in Bengaluru, India.