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  • Journal Articles
    • The Customer-Centered Innovation Map
    • Giving Customers a Fair Hearing
    • Debunking Myths About Customer Needs
    • Turn Customer Input into Innovation
    • A Prescription for Health Care Reform
  • White Papers
    • What is Outcome-Driven Innovation® (ODI)?
    • The Language of Innovation
    • A New Perspective on Strategy
    • Ideas-First or Needs-First: What Would Edison Say?
    • Ingersoll Rand Puts Customers First in Drive for Innovation
    • A New Perspective on VOC
    • Retiring the House of Quality
    • A Critical Evaluation of Outcome-Driven Innovation
    • Outcome-Driven Segmentation
  • Articles of Interest
    • Reinventing Your Business Model
    • Finding the Right Job for Your Product
    • Marketing Malpractice: The Cause and the Cure
    • Leading Change: Why Transformation Efforts Fail
    • Lost in Translation
    • Do You Really Know What Your Customers are Trying to Get Done?
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    • Addressing the Issues of Innovation - Video Transcript
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• ODI Process
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  • Sue Moorhen
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    • Disruptive Strategy at Kroll Ontrack
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    • Innovation at Line 6: The BackTrack Digital Recorder
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    • Service Innovation at Abbott Medical Optics
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    • Creating the Bosch CS20 Circular Saw
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    • Ethicon Endo-Surgery: Creating an Innovative Surgical Tool
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    • Growing Microsoft's Software Assurance Business
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