Silence the Voice of the Customer

Don’t let traditional VoC methods sabotage your innovation process.


Over the past 35 years, voice-of-the-customer experts have led companies to believe that it is impossible to know all their customers’ needs. They contend that customers can’t articulate their needs, and that customers have latent needs—or needs they don’t know they have. What if it turns out that this thinking is wrong? Here is the answer: instead of succeeding 17 percent of the time, companies will succeed in their innovation efforts 86 percent of the time.

Learn how thinking about customer needs through a “jobs-to-be-done” lens enables companies to create winning growth strategies and breakthrough products and services. This classic white paper from Strategyn’s founder Tony Ulwick also defends attacks on Strategyn’s thinking from those heavily invested in original VoC thinking. It makes for some interesting reading.

Silence the Voice of the Customer cover