FREE DOWNLOAD - Giving Customers a Fair Hearing
Lance Bettencourt,
Tony Ulwick
Apr 1, 2008
Spring 2008, MIT Sloan Management Review
Has anyone in your company ever worked on a project in which all the customer’s needs were known? Is there agreement in your company as to what a customer need is? Before a company can predictably create value, it must know how customers measure value. In this provocative article in Sloan Management Review, Tony Ulwick and Lance Bettencourt reveal for the first time how a “need” must be defined to become a useful input into the innovation process. This article refutes much of the existing Voice of the Customer theory and introduces timeless standards for understanding customer needs using the jobs-to-be-done framework.
