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

By Anthony W. Ulwick

Figuring out what products and services customers want is predicated on knowing what jobs they are trying to get done and what outcomes they want to achieve. Only then can companies bring discipline and predictability to the process of innovation.

This book describes the methodology that leading companies are using to manage innovation. It explains what factors introduce variability into the innovation process and how they can be controlled to systematically create significant customer value. The concepts introduced in this book are being used by leading firms to:

• Identify opportunities that others have not yet recognized
• Position existing products to more solidly connect with customers
• Prioritize projects in the development pipeline
• Create new products and services that deliver significant customer value
• Successfully implement strategies for disruptive innovation
• Build a competency in innovation

All companies – from current market leaders to new enterprises – are encouraged to embrace this thinking and use it to generate new growth and to ensure the success of its development initiatives.

My hope is that this book will provide your firm with new and valuable insight into the innovation process. Please e-mail me personally at Tony Ulwick with your questions and comments.

All the best,

Tony Ulwick