About the contributor
Explaining business change in plain language
Dean Jessop is the author of Recognized Before Recommended and The Great Morph. His published work examines how customers are moving from lists of search results toward direct and AI-assisted answers, and why a business must be correctly recognized before its information can be used confidently.
Dean is also the founder and CEO of IRefer Club. That role informs his work with small businesses but does not make him an owner or founder of Hidden Radius.