Anthony Ulwick

English

Open Library

Institut Manajemen Telkom (http://www.imtelkom.ac.id) 
 
Institut Manajemen Telkom  
http://www.imtelkom.ac.id 
 
What Customers Want: Using Outcome Driven Innovation to Create Breakthrough Product 
and Services 
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 
initiat ives. 
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 dramat ically 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 creat ion, and core market growth --
well before competitors do 
 Identify which ideas, technologies, and acquisitions have the greatest potential for 
creating customer value 
Institut Manajemen Telkom (http://www.imtelkom.ac.id) 
 
Institut Manajemen Telkom  
http://www.imtelkom.ac.id 
 
 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.  


What Customers Want : Using Outcome-Driven Innovation to Create Breakthrough Products and services

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What Customers Want : Using Outcome-Driven Innovation to Create Breakthrough Products and services

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