What Customers Want

What Customers Want: Using Outcome-Driven Innovation To Create Breakthrough Products And Services Anthony Ulwick For decades, companies have been using customer "requirements" to guide growth and innovation, yet failure rates are still high and breakthroughs are still rare. What's the solution? Ignore the "voice of the customer." Instead focus on the "jobs customers need to get done" and uncover the "outcomes customers hope to achieve." In our summary of What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services, by Anthony W. Ulwick, we'll show you how to use this secret weapon behind some of the most successful companies of recent years. Known as "outcome-driven innovation," this revolutionary approach transforms innovation into a science from which randomness and uncertainty are eliminated. Ulwick is the CEO of Strategyn, Inc., a pioneer and world leader in outcome-driven innovation. Since 1991, he has served as a consultant to Johnson & Johnson, Microsoft, Hewlett-Packard, AIG, and dozens of other leading corporations. This summary details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process. Armed with this knowledge, you'll be equipped to reduce your company's failure rates, recognize opportunities before your competitors do, and create the products and services that your customers really want.