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What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services Books
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This book offers the most practical approach to developing an innovation strategy of the many I have read.
It is one of the few that offers tools and ideas that can be put immediately to work in a business.
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Innovation is primal to success and business growth. Offering a proven alternative to failed customer driven initiatives, this wonderful book offers you the tools and strategies to unleash innovation, lower costs, and reduce failure rates and create the products and services customers really want.
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A very unique idea has been very clearly articulated. Easy to understand and very practical to manager's daily life. Should be treated as the important supplement of the works of Prof. Clayton M. Christensen of HBS.
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I haven't ever taken the time to write a review before. But I LOVE this book. If you have ever been disappointed with the outcome of discussions concerning how to define and position products because proposals were justified on gut instincts, group think or "I have 30 years experience"- then this book is for you.
Ulwick outlines a scientific process that takes the voodoo out of this process focussing on what customers actually want and how to separate that from what they say they want. Also included is how to position existing offerings using this scientific process.
Read this book.
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I have read several new books on innovation and I finally understand why Clayton Christensen referenced the work of Tony Ulwick frequently in his book the Innovator's Solution. Although at first blush, Ulwick's thinking could be cast aside as common sense, this book has made me realize that there is a brilliant, new way to think about innovation.
Let me try to explain how Ulwick frames his thinking. Generally speaking, innovation is the process of finding solutions that address the customer's unmet needs. Most companies agree that they should first uncover and prioritize the customer's unmet needs and then devise solutions that address them - but, as Ulwick explains very well, although companies think they understand this concept, they continue to get it so very wrong - to the point where their customer-driven, "voice of the customer" led efforts are causing the failures they are trying to avoid!
This book makes it clear that because companies are focused on customers and products (and not the job the customer is trying to get done), they are simply getting the wrong inputs into innovation, and incredibly, they don't know it. In my experience, this is exactly right. Ulwick contends that to truly succeed at innovation companies must understand just what a customer "need" is. Ulwick's notion that different innovation strategies require different customer inputs (needs) was an epiphany for me.
In his books and articles on innovation, Clayton Christensen mentions the jobs-to-be-done theory, but Ulwick turns this theory into a science by making the job the customer is trying to get done - not the customer or competition - the focal point of innovation. Ulwick provides ample evidence that the customers desired outcomes are the building blocks of innovation - the customers' measures of value - but they are rarely the company's focus of capture when using traditional "voice of the customer" techniques. In fact, Ulwick suggests that companies should "silence the literal voice of the customer", an argument that I now understand and agree with. His argument that there is no such thing as a latent, unarticulated need is also quite compelling.
Rarely does a book offer such new insight and theory along with practical ideas for execution and implementation. I have since read other articles on their web site (strategyn.com) and have become a fan. This sounds like the future of innovation to me.
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