Giving Customers A Fair Hearing

In nearly every company there is broad agreement that innovation is the key to growth and that understanding customer needs is the key to innovation. Unfortunately, more than 95% of product teams fail to agree on what a “need” even is. This is the root cause of failure in innovation.

In this seminal MIT Sloan Management Review article, Strategyn’s founder Tony Ulwick introduces the types of customer inputs that bring predictability to innovation. Knowing the types of inputs that effectively inform innovation is the first step in transforming innovation from an art to a science.