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What Customers Want

by Tony Ulwick

"Ulwick’s outcome-driven programs bring discipline and predictability to the often random process of innovation."

Clayton Christensen, Harvard Business School

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Addressing the innovation challenge

Companies must innovate to survive and grow. Yet the innovation process continues to be the achilles heel of companies worldwide. The ideas presented by innovation expert Tony Ulwick in What Customers Want change all that.

Our discoveries over the past 21 years have led to a very different and a very effective way for companies to innovate and grow. It is an innovation process called Outcome-Driven Innovation. Using, this process, Strategyn has helped over a third of Fortune 100 companies, and hundreds other firms worldwide, create new, breakthrough products and generate new growth. We are confident it will work for you too.

Innovation through your customers’ eyes

Outcome-Driven Innovation is different because it looks at every aspect of value creation, meaning every aspect of company growth and innovation, from the point of view of the customer. And it works for both improving existing products and creating new, breakthrough products.

It is based on the one very important realization: that your customers buy products and services to get a job done. When you begin to look at innovation through a jobs-to-be-done lens, you first see that the goal of innovation is to create products and services that help your customers get their “jobs” done better. This is the way to create customer value and to grow your company.

Delivering what customers want

Looking through the jobs-to-be-done lens, we reinvented every aspect of the innovation process, including the way customers, markets, and customer needs are defined; the way markets are segmented and sized and the way ideas are generated and tested. This is the secret behind our Outcome-Driven Innovation process and our ability to help companies deliver what customers want.

Unlike the hodgepodge of incompatible innovation tools and theories we’ve seen companies use, ODI is a single, end-to-end innovation process built around one uniquely insightful theory, so all the pieces fit and work together in unison. ODI is the first integrated innovation process.

What Customers Want explains what ODI is, how it works and why it will work for you. Please forward your thoughts and comments to Tony Ulwick.

Book reviews

Dozens of book reviews for What Customers Want can be found on line. It has a 4 1/2 star rating on Amazon and has been required reading in a number of Fortune 1000 companies. Here are a sampling of reader comments:

“Over the years I’ve read many books on business, and this is one of the best.”

“What Customers Want offers a new way to think about innovation and marketing.”

“Ulwick reinvents innovation in What Customers Want.”

“Ulwick introduces many new concepts about innovation I hadn’t heard of before. They have changed the way we innovate.”

“What Customers Want has changed forever the way I will think about innovation and product development.”

Stop guessing. Start innovating.
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