WHAT CUSTOMERS WANT ULWICK PDF

Innovation is wrought with uncertainty. As a result, anything that promises certainty is attractive to designers and innovators. Can it be done? The answer from statistical theory and psychology is clear: no. The most important figures that one needs for management are unknown or unknowable, but successful management must nevertheless take account of them.

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Goodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Other editions. Enlarge cover. Error rating book. Refresh and try again. Open Preview See a Problem? Details if other :.

Thanks for telling us about the problem. Return to Book Page. A world-renowned innovation guru explains practices that result in breakthrough innovations "Ulwick's outcome-driven programs bring discipline and predictability to the often random process of 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. 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 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.

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 dramatically improve every aspect of the innovation process--from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts.

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. Get A Copy. Hardcover , pages. More Details Original Title. Other Editions 7. Friend Reviews. To see what your friends thought of this book, please sign up.

To ask other readers questions about What Customers Want , please sign up. Lists with This Book. Community Reviews. Showing Average rating 4. Rating details. More filters. Sort order. Jun 13, Greg rated it liked it Shelves: business.

It is a systematic approach to product management decisionmaking that is designed to produce a superior more replicable outcome of the innovation process. It's primary value is in its quantitative methods for the identification of underserved and overserved markets.

It's primary weakness is it overlooks too much of the standard practices around market sizing, project justification, and the role that third p This methodology is closely tied to The Innovator's Dilemma and The Innovator's Solution. It's primary weakness is it overlooks too much of the standard practices around market sizing, project justification, and the role that third parties play in determining who wins and who loses in the market place, ignoring altogether the role that product laddering Reis and Trout plays in determining the winner.

Jul 09, Kirill Grebtsov rated it it was ok. Approach that Anthony describes in the book is rather intriguing, but there is a catch to it. Since Anthony runs a consulting firm he is making a lot of emphasis on how important it is to have a skilled team of market researchers read - hire my company and never actually explains how to process the customer interviews to capture the outcomes, jobs and constraints.

View 1 comment. Jun 02, Grumpus rated it really liked it Shelves: business. Great info to use on the job mine. The evolution of segmentation methodology from using demographics to psychographics to purchase behavior to needs-based issues to the outcome-based approach recommended by the author.

It all seems to make sense and we'll be putting it to the test on the job immediately. Our ultimate goal is to uncover the jobs outcomes newspapers readers are trying to accomplish through the use of the product i. I'm looking forward to implementing these newly learned concepts and methodologies! Aug 15, Ko Matsuo rated it liked it.

Mixed about this book. The first few chapters on understanding why products fail was so good. This part of the book was focused on why the requirements driven approach, voice of the customer approach, and focusing on your immediate customer approach do not work. The latter half of the book which is about outcome driven innovation is based on obtaining customer preferences via surveys and a prioritization methodology.

This part of the book unfortunately seems to be a rehash of dated approaches to Mixed about this book. This part of the book unfortunately seems to be a rehash of dated approaches to product development. Must-read for product managers I had this book on my to-be-read list for a long time. Too long, in retrospect. Product managers interested in bringing winning products to the market and making data-driven decisions about their products must be familiar with the outcome-driven approach.

And this book is clearly the number one reference. On top of being highly relevant, it is practical, easy to read and rooted in solid research, not opinion. May 26, Jim rated it did not like it. Irritatingly self-promotional, Ulwick puts old wine in new bottles and calls it a scientific breakthrough.

Mar 19, Klaus rated it it was amazing. If you're working on developing new products and services this is required reading. Apr 03, Gerard Chiva rated it it was amazing. This is one of those books I definitely should have read many years ago instead of so much Agile crap. Good book in theory, not very actionable. The whole point of the book is to sell you his consulting services and trainings.

Not a super fan of paying for promotional brochures. Jul 22, Justin McCullough rated it it was amazing. For product development, product owners, and strategic marketers. Mar 08, Remi Monophaz rated it it was amazing Shelves: work. Eye opener Mar 18, Jason S rated it really liked it.

This book offers a new perspective on WHY customers buy. I love how the author drills down to truly determine what specific outcome customers are looking for when they purchase products or services. More helpful is the methodology to determine these outcomes and apply the learnings to create meaningful innovation. The foundation of this methodology is the customer interview and it would have been nice if they included more examples and case studies of questions and responses.

I'm hoping to find m This book offers a new perspective on WHY customers buy. I'm hoping to find more books that dive into the interview process and how to create marketing campaigns that address both functional and emotional jobs.

Overall, this book has given me a new perspective on the best process for creating new products, improving current products and delivering the most effective marketing message. Jan 26, Scott Kellicker rated it really liked it. Four stars not because of fabulous writing. It's your typical business book and feels like it evolved from a PowerPoint deck with summary if what you are about to learn and a summary of what you learned in each chapter!

Could have been half the length. Enough literary criticism. The ideas seem sound and very useful. I'm typically a cynic with this type of system but it's simplicity combined with its power have me excited to use it at our company.

Oct 01, Janette rated it really liked it. A very rational examination on how to build products that markets people will want to buy. There are a lot of theories out there about how to leverage innovative thinking but this book details a rational plan for reducing theory to practice when it comes to elaborating the theory of innovation to the practicalities of product development,.

Jul 17, D rated it liked it. Maybe business writers think business readers are stupid, so they repeat the same information again and again.

Or maybe that's the only way to crank out pages. There's great information in this book. Aug 07, Francie Wirkus rated it liked it.

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What Customers Want

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The Illusion of Measuring What Customers Want

A world-renowned innovation guru explains practices that result in breakthrough innovations. 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. 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 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.

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What Customers Want Quotes

Reading any book is incredibly contingent upon what the reader brings to the table no secret there. What is a moment of serendipity for me may be another part of the plodding you had to accomplish What Customers Want. Based on more than 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.

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