A New Perspective on VOC
Lance Bettencourt,
Tony Ulwick
Aug 27, 2009
By Strategyn's Lance Bettencourt, PhD and Tony Ulwick
Responding to a public critique of its methodology by a competitor, Strategyn thought leaders prepared this article, which highlights the business advantages of the Outcome-driven Innovation methodology and the strategic and tactical differences between it and voice-of-the-customer (VOC) practices. VOC, they explain, is a tool for designing a product that has entered the product development process. It is not a tool for deciding what product enters into development. The authors explain how ODI has been optimized as a process for innovation and why it is superior to competing methodologies.
