AOI-Do You Really Know What Your Customers are Trying to Get Done?
Tony Ulwick
Mar 1, 2003
Most companies come up with a new product or service and then see whether a customer will buy it. But what they should do instead is first determine the customer's desired outcomes and then use those outcomes to guide the innovation process. Read the six steps you should follow if you want your new product or service to be successful. This article by Strategyn CEO Tony Ulwick was written as part of the earlier thinking on the jobs-to-be-done theory.
