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What Customers Want : Using Outcome-Driven Innovation to Create Breakthrough Products and Services - Anthony Ulwick

What Customers Want

Using Outcome-Driven Innovation to Create Breakthrough Products and Services

Hardcover Published: 1st September 2005
ISBN: 9780071408677
Number Of Pages: 240

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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 more than 200 studies spanning more 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.

Introduction : moving beyond the customer-driven paradigm
Formulating the innovation strategy : who is the target of value creation and how should it be achieved?p. 1
Capturing customer inputs : silence the "voice of the customer" - let's talk jobs, outcomes, and constraintsp. 15
Identifying opportunities : discovering where the market is underserved and overservedp. 39
Segmenting the market : using outcome-driven segmentation to discover segments of opportunityp. 61
Targeting opportunities for growth : deciding where to focus the value creation effortp. 83
Positioning current products : connecting opportunities with valued product featuresp. 99
Prioritizing projects in the development pipeline : separating the winners from the losersp. 119
Devising breakthrough concepts : using focused brainstorming and the customer scorecard to create customer valuep. 137
Epilogue : tactical tips for managersp. 167
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780071408677
ISBN-10: 0071408673
Series: Marketing/Sales/Advertising & Promotion
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 240
Published: 1st September 2005
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 23.0 x 16.0  x 1.0
Weight (kg): 0.52
Edition Number: 1

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