Books

Although many books have been written on innovation, only a few support the theory and concepts that form the foundation of outcome-driven thinking. What Customers Want describes in detail the 8-step outcome-driven innovation methodology. The Innovator’s Solution embraces the idea of making the “job” the unit of analysis and segmenting markets from that perspective, while Blue Ocean Strategy discusses the importance of and the theory behind discovering uncontested market space. The outcome-driven innovation methodology operationalizes the ideas discussed in each of these books. Share this

What Customers Want Anthony Ulwick (McGraw Hill, July 2005)	The Innovator’s Solution Clayton Christensen (HBSP, 2003)	Blue Ocean Strategy W. Chan Kim, Renée Mauborgne