A world renowned innovation guru explains practices that result in breakthrough innovations Ulwick s outcome driven programs bring discipline and predictability to the often random process of innovation Clayton Christensen For years, companies have accepted the underlying principles that define the customer driven paradigm that is, using customer requirements to guide growth and innovation But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop The cost of these failures to U.S companies alone is estimated to be well over 100 billion annually In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years Known as outcome driven innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated Based on than 200 studies spanning than seventy companies and twenty five industries, Ulwick contends that, when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process Rather than accepting customer inputs such as needs, benefits, specifications, and solutions, Ulwick argues that researchers should silence the literal voice of the customer and focus on the metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives With the same profound insight, simplicity, and uncommon sense that propelled The Innovator s Solution to worldwide acclaim, this paradigm changing book details an eight step approach that uses outcome driven thinking to dramatically improve every aspect of the innovation process from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts Using case studies from Microsoft, Johnson Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to Obtain unique customer inputs that make predictable innovation possible Recognize opportunities for disruption, new market creation, and core market growth well before competitors do Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value Systematically define breakthrough products and services concepts Innovation is fundamental to success and business growth Offering a proven alternative to failed customer driven thinking, this landmark book arms you with the tools to unleash innovation, lower costs, and reduce failure rates and create the products and services customers really want....
|Title||:||What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services|
|Number of Pages||:||264 Pages|
|File Size||:||671 KB|
|Status||:||Available For Download|
|Last checked||:||21 Minutes ago!|
What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services Reviews
In an increasingly interconnected and technologically sophisticated world where customers have choice on a hitherto unprecedented scale, the primary motivation for buying something has become its ability to satisfy a want or need in the buyer’s life. Which is to say, customer value comes from a supplier’s ability to fulfill a specific, relevant outcome in the buyer’s work or life.
This book is a must-read for anyone involved in product design, product management, product strategy, product marketing, or anyone who just wants to understand how to create products and services that fulfill people's true goals and needs. I can't say say it enough: this book is a must-read!
Don Adams in his excellent book, New Product Blueprinting, referenced Ulwick's ground breaking work on Jobs That Need Doing and this book. It is everything Adams said it was. I read and reread several sections as this disciple of Christensen (The Innovators Dilemma) does a terrific job of highlighting the flaws in Voice of the Customer product research and replacing it with something much better.
This is a great book about jobs to be done and the actual process (ODI) of using them. Very pragmatic, with real examples. This is not a basic marketing book (i saw some reviewers complaining about that), you should have already experience with design thinking methods (ethnographic, interviews, anthropology research, etc) in order to apply these insights in practice.
Customer comes before innovation. And not viceversa.