Sense and Respond principles are grounded in sound academic theory and research. We have worked with a number of organizations over the years to ensure our applied theories and methods were independently and thoroughly tested.

Sense and Respond: The Journey to Customer Purpose therefore has one foreword and four introductions written by people well versed in theory, research, and applied science. The respected authors are:

The authors of Sense and Respond thank them for sharing their knowledge, time, and encouragement during our years of transforming organizations. We are honoured they have contributed their thoughts for publication in our book.