What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services

The Bosch CS20 is a breakthrough innovation and a hit with both users and our channel partners." --Jason Schickerling, Product Manager, Bosch CS20"Being outcome-driven enabled us to grow our market share in the angioplasty balloon market from less than 1 percent to over 20 percent and to create the stent, which became a billion-dollar business in less than two years."--Rick Faleschini, Vice President of Marketing, Johnson & Johnson"This approach enabled us to devise breakthrough Web-based service solutions and to make valued operational process changes. From t

Using case studies from Microsoft, Johnson & Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to:Obtain unique customer inputs that make predictable innovation possible Recognize opportunities for disruption, new market creation, and core market growth--well before competitors do Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value Systematically define breakthrough products and services concepts Innovation is fundamental to success and business growth. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process. The cost of these failures to U.S. A world-renowned innovation guru explains practices that result in breakthrough innovations"Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation."-Clayton ChristensenFor years, companies have accepted the underlying principles that define the customer-driven paradigm--that is, using customer "requirements" to guide growth and innovation.

I always knew it but could never put it into words. In an increasingly interconnected and technologically sophisticated world where customers have choice on a hitherto unprecedented scale, the primary motivation for buying something has become its ability to satisfy a want or need in the buyer’s life. . A definite must-read for anyone involved in product or service strategy, research, design, sales or marketing Amazon Customer This book is a must-read for anyone involved in product design, product management, product strategy, product marketing, or anyone who just wants to understand how to create products and services that fulfill people's true goals and needs. I can't say say i. Ground breaking rigorous approach to innovation in products. Reg Nordman Don Adams in his excellent book, New Product Blueprinting, referenced Ulwick's ground breaking work on Jobs That Need Doing and this book. It is everything Adams said it was. I read and reread several sections as this disciple of Christensen (The Innovators

Anthony Ulwick is the CEO of Strategyn, a pioneer and world leader in outcome-driven innovation. Ulwick's innovation practices were recognized by the editors of the Harvard Business Review as some of the best business ideas of 2002.. Since 1991 he has served as a consultant to Johnson & Johnson, Microsoft, Hewlett-Packard, AIG, Chiquita Brands, and dozens of other leading corporations. Mr