Andrea Belk Olson is a differentiation strategist, speaker, author, and customer-centricity expert. She is the CEO of Pragmadik, a behavioral science driven change agency, and has served as an outside consultant for EY and McKinsey. She is the author of three books, including the recent release, What to Ask: How to Learn What Customers Need but Don’t Tell You, a 4-time ADDY® award winner, and contributing author for Harvard Business Review, Entrepreneur Magazine, Rotman Management Magazine, Chief Executive Magazine, and Customer Experience Magazine.